The Congruence Effects 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 that country. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from a...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/25094/7/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion%20The%20moderating%20role%20of%20country-of-origin.pdf https://eprints.ums.edu.my/id/eprint/25094/ https://doi.org/10.1016/j.jretconser.2019.101916 |
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https://eprints.ums.edu.my/id/eprint/25094/7/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion%20The%20moderating%20role%20of%20country-of-origin.pdfhttps://eprints.ums.edu.my/id/eprint/25094/
https://doi.org/10.1016/j.jretconser.2019.101916