THE EFFECT OF LOCAL BRAND CONCIOUSNESS AND NEED FOR UNIQUENESS TOWARDS EMOTIONAL VALUE AND BUYING INTENTION ON LOCAL BRANDS

THE EFFECT OF LOCAL BRAND CONCIOUSNESS AND NEED FOR UNIQUENESS TOWARDS EMOTIONAL VALUE AND BUYING INTENTION ON LOCAL BRANDS

This study aims to build a theoretical model of the influence of local brand consciousness and need for uniqueness on emotional value and willingness to buy local brands. This study develops the concept of local brand consciousness in the fashion product category that is rooted in the concept of con...

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Bibliographic Details
Main Authors: Sulhaini ., Rusdan ., Sulaimiah ., Rahman Dayani
Format: Article
Language:English
Published: Department of Management, Faculty of Economics and Business, Universitas Surabaya 2020-03-01
Series:Manajemen dan Bisnis
Subjects:
local brand consciousness, need for uniqueness, emotional value, willingness to buy
Online Access:https://www.journalmabis.org/mabis/article/view/421

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