Taute, Harry A.; Sierra, Jeremy J.; Carter, Larry L.; … - In: Journal of Product & Brand Management 26 (2017) 3, pp. 239-250
Purpose The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude. Design/methodology/approach Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis...
