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

Mahesh Gadekar; Amélia Brandão

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

Mahesh Gadekar, Amélia Brandão

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/401874

구독 기관 인증 시 무료 이용이 가능합니다. 4,000원

Global Marketing Conference

2020 Global Marketing Conference at Seoul (2020.11)
pp.1292-1296

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

price unfairness perceptionconsumer brand identificationbrand trustmediation

INTRODUCTION
THEORETICAL BACKGROUND
    Price fairness and its influence
    Consumer brand identification
    The role of consumer brand identification in price unfairness
METHODOLOGY
RESULTS
DISCUSSIONS
References

저자

Mahesh Gadekar(International School of Business & Media)
Amélia Brandão(University of Porto)

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