Brand coolness effects on brand love, purchase intention and word of mouth: application to indonesian women modest sportswear

This dissertation analyzes the effect of brand coolness on brand love, purchase intention, and word of mouth in Indonesian market applied to the modest sportswear. Considering the perceptions of Indonesians’ millennials and generation Z, this study contributes with another cultural dimension to the...

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Bibliographic Details
Main Author: Dwikinanda, Irfan (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Brand coolness
Brand love
Purchase intention
Word of mouth
Indonesian women
Millennials
Geração Z Z Generation
Marca “cool”
Amor à marca
Intenção de compra
Passa-palavra
Mulher indonésia
Milénios
Online Access:http://hdl.handle.net/10071/24887
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/24887

Internet

http://hdl.handle.net/10071/24887

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