KOREASCHOLAR

EXTENDED ABSTRACT: DOES PRICE UNFAIRNESS PERCEPTION WILL STILL ENSURE PURCHASE INTENTION? : MEDIATION OF CONSUMER BRAND IDENTIFICATION AND BRAND TRUST

Mahesh Gadekar, Amélia Brandão
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401874
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1292-1296
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
price unfairness perceptionconsumer brand identificationbrand trustmediation
Table Content
INTRODUCTION
THEORETICAL BACKGROUND
    Price fairness and its influence
    Consumer brand identification
    The role of consumer brand identification in price unfairness
METHODOLOGY
RESULTS
DISCUSSIONS
References
Author
  • Mahesh Gadekar(International School of Business & Media)
  • Amélia Brandão(University of Porto)