The Influence of Live Streaming, Customer Trust and Pro-Domestic Ethnocentrism on Purchase Intention with Customer Attitude as a Mediation Variable on Local Fashion Brand Products Through Tiktok

The effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands

The purpose of this study was to determine the effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands. The statistical population of this study consisted of all consumers of sporting goods brands in Tehran. 386 Consumers of sporting goods brands using the convenience sampling methods completed the scales of Jones et al. (2009) brand personalit...

The impact of brand equity on price premium, brand extension, brand preference and purchase intention

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

The Purchase of Foreign Products: The Role of Brand Image, Ethnocentrism and Animosity: Iran Market Evidence

Consumer purchasing decisions relating to foreign products are influenced by economic, psychological and sociological factors. This study attempts to relate such rarely studied variables as animosity and ethnocentrism to concepts taken from consumer behavior which are brand image and purchase intention. Consequently, this study attempts to provide insights into how brand image, consumer ethnoce...

The Influence of Online Customer Reviews on Purchase Intention: the Role of Non-numerical Factors

Significant attention has been recently drawn to the relationship between online customer reviews (OCRs) and purchase intention. Nevertheless, due to the complex nature of the problem, such a relationship is not yet entirely understood. This ongoing study aims, therefore, to examine this relationship by developing an understanding of the impact of the non-numerical attributes of OCRs on custome...

Managerial Perspectives on Virtual Customer Integration - Cognition , Attitude , and Intention