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Direct linkEvelyn Hendriana; Khairil Wahidin Awang; Raja Nerina Raja Yusof – Journal of Marketing for Higher Education, 2023
A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer's decision-making process. However, marketing scholars are apt to disregard these elements…
Descriptors: Foreign Students, Decision Making, High School Students, Foreign Countries
