The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin

Previous research has suggested that country-based emotions (i.e., emotions associated with a country) can influence consumer evaluations of a product from thatcountry. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from an...

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Bibliographic Details
Main Authors: Felix Septianto, Tung, Moi, Nguyen T. Thai
Format: Article
Language:English
Published: Elsevier 2020
Subjects:
Online Access:https://eprints.ums.edu.my/id/eprint/25295/1/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion.pdf
https://eprints.ums.edu.my/id/eprint/25295/
https://doi.org/10.1016/j.jretconser.2019.101916
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