The congruence effect 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 thatcountry. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from an...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2020
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/25295/1/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion.pdf |