Basfirinci, Cigdem - In: Asia Pacific Journal of Marketing and Logistics 25 (2013) 4, pp. 539-560
Purpose – The purpose of this study was to explore whether and to what extent brand origin associations transfer to … tested in two product groups. Findings – Results show that subjects not provided brand origin information perceived the … positively moderates brand origin effect while product familiarity negatively moderates it. However, two-way interactions of …