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...

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Bibliographic Details
Main Author:	Shahriar Azizi
Format:	Article
Language:	English
Published:	Tomas Bata University in Zlín 2014-09-01
Series:	Journal of Competitiveness
Subjects:	foreign brand trust ethnocentrism negative subjective norm perceived quality
Online Access:	http://cjournal.cz/files/173.pdf

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