| 000 | 01104npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2014 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aALEX N, JOJI | ||
| 245 |
_aBrand credibility and purchase intention among users of shopping and convenience goods _bThe moderating role of brand involvement |
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| 260 | _c2014 | ||
| 300 | _a17-24 | ||
| 520 | _aIn the present study, we explore the moderating role of brand involvement, which is a potential factor influencing the relation between brand credibility and brand purchase intention. The study is intended for two categories of products, that is convenience products and shopping products. The product being shopping in nature, the brand credibility (BC) and purchase intention (PI) scores are relatively higher and significant for two categories of brand involvement (BI), depicting the complexity and importance shown by consumers whileshopping for high ticket shopping goods. | ||
| 653 | _aBRAND MANAGEMENT | ||
| 700 | _aTHOMAS, JITHIN | ||
| 773 |
_oP15468 _nM _932650 _011203 _tINDIAN JOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c12635 _d12635 |
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