Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism
Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and consumer behavior toward clothing brands. This res...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-02-01
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| Series: | Information |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2078-2489/12/2/72 |