The paper investigates how product ratings affect the relationship between brand names and consumer perception which is measured by brand attitude, purchase intention, advertisement feeling, and advertisement attitude. The results show that the national brand elicits more positive consumer perception than does the foreign brand. The findings suggest that product attribute information moderates the relationship between brand names and consumer perception.
CITATION STYLE
Tran, T. P., & Fabrize, R. O. (2015). The Effect of the Foreign Brand on Consumer Perception. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 276). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_91
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