The Impact of Brand Quality and Brand Innovativeness on the Purchase Intention of Local Brands
Supporting local brands has long been of interest to many scholars. This study investigates the impact of brand quality and innovativeness on consumer purchase intention of local brands mediated by the attitudes of local brands. The research endeavors to uncover Generation Z’s habits, given their p...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Qubahan
2024-12-01
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| Series: | Qubahan Academic Journal |
| Online Access: | https://journal.qubahan.com/index.php/qaj/article/view/656 |
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