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Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism

Abstract : This research is interested in extending our understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.
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Submitted on : Friday, May 3, 2019 - 10:18:33 AM
Last modification on : Wednesday, August 21, 2019 - 4:10:04 PM
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Richard Huaman-Ramirez, Noël Albert, Dwight Merunka. Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism. European Business Review, Emerald, In press, ⟨10.1108/EBR-11-2017-0202⟩. ⟨hal-02118515⟩

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