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Customers’ Brand Purchase Intention in Emerging Markets: The Influence of Brand Credibility on Consumers’ Brand Awareness and Brand Preferences

Xiaolin Chen, Lu Chen


A brand is comprised of a name, term, sign, or symbol, or any combination of these, that attempts to represent the
unique benefits a company can provide to consumers through a specific product or service, in terms of attributes, value, and culture,
through a particular product or service (Kotler, 1997).


Emerging Markets; Consumer brands; Credibility; Brand preference

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DOI: http://dx.doi.org/10.18686/ahe.v6i15.5148