Articles tagged with: purchase intention

Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement

Navrang Rathi, Pooja Jain
Innovative Marketing Volume 20 2024, Issue #1

Consumer ethnocentrism, cosmopolitanism, product judgment, and foreign product purchase intention: An empirical study in Vietnam

Tran Thi Ngoc Lan, Tran Thanh Trung
Innovative Marketing Volume 20 2024, Issue #2

Impact of warning labels on sugary beverages on risk perception, attention, and purchase intentions

Herry Novrianda, Faisal Muttaqin, Aan Shar
Innovative Marketing Volume 20 2024, Issue #1

The impact of surprise guerilla marketing on customer behavior

Layla Alsheikh
Innovative Marketing Volume 20 2024, Issue #1

A generational study on self-referential advertising: How it affects attitude toward brands

Kavitha Venkatasubramany Iyer, Mansuri Mallika
Innovative Marketing Volume 19 2023, Issue #4

The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia

Cheery Pur Damayanti, Dara Ninggar, Catur Sugiarto
Innovative Marketing Volume 20 2024, Issue #1

Intention of Bangladeshi young girls toward green consumption: A study on private university students

Md. Shariful Haque, Abdullah Mohammad Ahshanul Mamun, A.M. Shahabuddin, Farzana Rahman, Samihah Binte Sharif
Innovative Marketing Volume 20 2024, Issue #1

Social norms moderating the attitude-intention relationship in adopting sustainable products

Aastha Anand, Meghna Sharma
Innovative Marketing Volume 19 2023, Issue #4

The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention

Thi Thuy An Ngo, Chi Thanh Bui, Huynh Khanh Long Chau, Nguyen Phuc Nguyen Tran
Innovative Marketing Volume 19 2023, Issue #4
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