DOES PRICE UNFAIRNESS PERCEPTION WILL STILL ENSURE PURCHASE INTENTION? : MEDIATION OF CONSUMER BRAND IDENTIFICATION AND BRAND TRUST
Mahesh Gadekar, Amélia Brandão
Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1583-1586
EXTENDED ABSTRACT: DOES PRICE UNFAIRNESS PERCEPTION WILL STILL ENSURE PURCHASE INTENTION? : MEDIATION OF CONSUMER BRAND IDENTIFICATION AND BRAND TRUST
Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1292-1296