The Power of Belief: How Ethnocentrism, Religion, and Brand Importance Shape Boycott Behavior and Brand Perceptions in Indonesia
Purpose: This study aims to understand the role of boycott intention in mediating the effects of consumer ethnocentrism, religious animosity, legitimacy, and brand importance on brand image, loyalty, and product judgment among Starbucks consumers in Indonesia. Method: This study was conducted using...
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| Format: | Article |
| Language: | English |
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Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business
2024-12-01
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| Series: | Journal of Enterprise and Development |
| Subjects: | |
| Online Access: | https://journal.uinmataram.ac.id/index.php/jed/article/view/11923 |
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