Lee, Yi Hsuan; Wei, Chiou-Fong; Lee, Bruce C. Y.; … - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 1, pp. 75-90
Purpose: This study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI. Design/methodology/approach: Using questionnaires distributed to 372...