Hasan, Abdulla Al-Towfiq - In: South Asian journal of marketing 3 (2022) 2, pp. 116-134
mediating effect of self-direction value and the moderating effect of price fairness on the association between perceived value … dining at Chinese restaurants. Moreover, self-direction value partially mediates, and price fairness strongly moderates the … price fairness strongly predict behavioral intentions. Originality/value To the best of the author’s knowledge, this …