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...

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Bibliographic Details
Published in:	Information
Main Authors:	Syed Hassan Raza, Umer Zaman
Format:	Article
Language:	English
Published:	MDPI AG 2021-02-01
Subjects:	consumer behavior digital advertising attitude purchase intention gender egalitarianism cross-cultural
Online Access:	https://www.mdpi.com/2078-2489/12/2/72

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