Optimal image mix cues and their impacts on consumers’ purchase intention

Volume: 54, Pages: 102011 - 102011
Published: May 1, 2020
Abstract
This study strives to find the different possible combinations of three relevant image cues (i.e., country-of-origin image, corporate image, and brand image) which optimally predict the purchase intention of a foreign-made product. A sample of 314 Canadian participants was used to assess their image perceptions and purchase intention of a Chinese product. Data were analysed using the fuzzy-set qualitative comparative analysis (fsQCA). The...
Paper Details
Title
Optimal image mix cues and their impacts on consumers’ purchase intention
Published Date
May 1, 2020
Volume
54
Pages
102011 - 102011
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