Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation.

Wang, Ailian; Lyu, Dong; Liu, Yunlu; Liu, Jiaoyang; Gao, Li; Jin, Jia

Wang, Ailian; Lyu, Dong; Liu, Yunlu; Liu, Jiaoyang; Gao, Li; Jin, Jia.

Afiliación

Wang A; Laboratory of Applied Brain and Cognitive Sciences, School of Business and Management, Shanghai International Studies University, Shanghai, China.
Lyu D; Research Center for Intelligent Society and Governance, Research Institute of Interdisciplinary Innovation, Zhejiang Lab, Hangzhou, China.
Liu Y; Laboratory of Applied Brain and Cognitive Sciences, School of Business and Management, Shanghai International Studies University, Shanghai, China.
Liu J; Academy of Neuroeconomics and Neuromanagement, Ningbo University, Ningbo, China.
Gao L; SILC Business School, Shanghai University, Shanghai, China.
Jin J; Laboratory of Applied Brain and Cognitive Sciences, School of Business and Management, Shanghai International Studies University, Shanghai, China.

Front Neurosci ; 16: 901123, 2022.

Article en En | MEDLINE | ID: mdl-35677352

Palabras clave

EEG; brand positioning; cognitive consistency theory; country-of-origin stereotypes; purchase intention; theta-band oscillation

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Texto completo: 1 Colección: 01-internacional Base de datos: MEDLINE Idioma: En Revista: Front Neurosci Año: 2022 Tipo del documento: Article País de afiliación: China Pais de publicación: Suiza

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