Sloan, David R.; Aiken, Damon; Mikkelson, Alan C. - In: Journal of Product & Brand Management 27 (2018) 7, pp. 781-792
Purpose: The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions. Design/methodology/approach: The research uses an experimental method in two studies to test...