What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship
This study aims to model the direct effects of brand equity elements (affective brand experience, brand personality, trust, and perceived quality) on consumers’ purchase intention, and the indirect effect of perceived value on the outcome, via perceived price fairness. A quantitative survey was cond...
| Published in: | Journal of Strategic Marketing |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Routledge
2024
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85141071485&doi=10.1080%2f0965254X.2022.2129749&partnerID=40&md5=fd013e9f8e18dc43b20350772003aba2 |