A Model of Factors Affecting Foreign Brand Trust
This study aims to investigate the effect of perceived quality on foreign brand trust and the moderating role of consumer ethnocentrism and negative subjective norms on foreign brand trust. A self-report survey of 170 Iranian home appliances shoppers was administrated. The results showed that percei...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Tomas Bata University in Zlín
2014-09-01
|
| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | http://cjournal.cz/files/173.pdf |