The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount
نویسنده
چکیده
Most of previous studies either take product knowledge as a moderator, or involve varying degree of product knowledge on the consumers’ perceived evaluation as an influential factor. It is rare to come across research that discusses how both brand image and product knowledge affect purchase intention. Thus, this research has chosen both an intrinsic and an extrinsic product cue─brand image and product knowledge─as independent variables while using price discount as a moderator and conducted research on purchase intention.
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