Antecedents and Consequences of Brand Pride: An Investigation of The Causes of Brand Pride and Its Consequences for Willingness to Pay A Premium Price
In addition to protecting the product, the brand is also a guarantee of quality. Therefore, consumers often pay a premium price for branded goods. In some cases, branded goods also often become status symbols that reflect the prestige that gives brand pride so that consumers will align their brand c...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas Dian Nuswantoro
2023-09-01
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| Series: | Jurnal Penelitian Ekonomi dan Bisnis |
| Online Access: | https://publikasi.dinus.ac.id/index.php/jpeb/article/view/8892 |
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