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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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Nusa Cendana
2025-07-01
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| Series: | Journal of Management Small and Medium Enterprises (SME's) |
| Subjects: | |
| Online Access: | https://ejurnal.undana.ac.id/index.php/JEM/article/view/20922 |
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