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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...

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Bibliographic Details
Published in:	Journal of Strategic Marketing
Main Author:	Hamzah M.I.; Pontes N.
Format:	Article
Language:	English
Published:	Routledge 2024
Online Access:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85141071485&doi=10.1080%2f0965254X.2022.2129749&partnerID=40&md5=fd013e9f8e18dc43b20350772003aba2

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