The Effects of Perceived Congruity Between Origin, Brand, and Product on the Purchase Intention of a Branded Product of Origin
We propose to analyse and compare the effects of attitude toward the product category, the brand, the geographical origin and the corresponding perceived congruity factors (product category x origin, brand x origin, product category x brand) on the evaluation (intention to purchase) of a branded product of origin. Measurement error will be taken into account by means of a multi-item measurement process and structural equation modeling.
Philippe Aurier and Fatiha Fort (2007) ,"The Effects of Perceived Congruity Between Origin, Brand, and Product on the Purchase Intention of a Branded Product of Origin", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 55-63.
Philippe Aurier, Montpellier University-School of Management
Fatiha Fort, ENSA Montpellier-MOISA Research Unit
NA - Advances in Consumer Research Volume 34 | 2007
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