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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Bibliographic Details

Main Authors:	Felix Septianto, Chiew, Tung Moi, Nguyen T.Thai
Format:	Article
Language:	en
Published:	2020
Subjects:	HN Social history and conditions. Social problems. Social reform HS Societies: secret, benevolent, etc.
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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