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Effect of Consumer Based Brand Equity on Purchase Intention in Consumer Industries: Considering Socioeconomic Status and Gender as Moderating Effects
(INT MANAGEMENT DEVELOPMENT ASSOC-IMDA, 2015)
This study aims to understand the potential effect of consumer based brand equity (CBBE) on purchase intention for a wide range of consumer companies. CBBE is assessed using a model based on Aaker's approach, consequently ...
Innovativeness Impact on Attitude Development Towards Mobile Payment Applications
(INT Management Development, 2016)
The purpose of this study is to understand the effect of innovativeness on consumer attitudes towards mobile payment systems. The mobile wallet application of one of the mobile network operators in Turkey was chosen as the ...