Can I read The Impact of Electronic Word-Of-Mouth On Purchase Intention Through Brand Image and Brand Trust in The Fashion Industry - Evidence From A Developing Country on EtoBox?

The Impact of Electronic Word-Of-Mouth On Purchase Intention Through Brand Image and Brand Trust in The Fashion Industry - Evidence From A Developing Country by TH is a document available to read on EtoBox.

What is The Impact of Electronic Word-Of-Mouth On Purchase Intention Through Brand Image and Brand Trust in The Fashion Industry - Evidence From A Developing Country about?

This study investigates the impact of electronic word-of-mouth (e-WOM) on purchase intention in the Albanian fashion industry, emphasizing the mediating roles of brand image and brand trust. Findings indicate that while e-WOM does not directly affect purchase intention, it significantly influences brand image and brand trust, which in turn affect purchase intentions. The research contributes to understanding consumer behavior in developing markets and offers practical insights for marketers in leveraging e-

Author

TH

Language

EN