REVIEWING THE IMPACT OF COUNTRY-OF-ORIGIN ON CONSUMER PURCHASE INTENTION : THE ROLE OF CELEBRITY ENDORSEMENT IN EXISTING LITERATURE

This paper explores the effect of country of origin on consumer purchase and repeat purchase intention. The moderating impact of celebrity endorsement will also be explored. This research took on a theoretical approach using over twenty-five (25) articles covering country of origin, purchase intent...

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發表在:	Journal of Management Small and Medium Enterprises (SME's)
Main Authors:	Shanzara Khan, Satesh Sookhai
格式:	Article
語言:	英语
出版:	Universitas Nusa Cendana 2025-07-01
主題:	Country-of-Origin Consumer Purchase Intention Repeat Purchase Intention Celebrity Endorsement
在線閱讀:	https://ejurnal.undana.ac.id/index.php/JEM/article/view/20922