Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism - Archive ouverte HAL Access content directly
Journal Articles European Business Review Year : 2019

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

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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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hal-02118515 , version 1 (03-05-2019)

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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, In press, ⟨10.1108/EBR-11-2017-0202⟩. ⟨hal-02118515⟩
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