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What is Social Influences on Premium Alcohol Purchases about?

This study examines how social group influences affect the intention to purchase premium alcohol, utilizing the theory of planned behavior. It finds that attitudes and subjective norms significantly impact purchase intentions, while perceived behavioral control does not, with brand consciousness and status consumption influencing attitudes and norms. The research highlights the importance of social influences in marketing strategies for premium alcohol brands in a competitive market.

Author

dudumandrade

Language

EN