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- W4385175102 abstract "This research was conducted to empirically examine the role of perceived fit, attitude, and need for uniqueness to increase intention to purchase co-branded product in Jakarta. A total of 202 respondents were collected with non-probability convenience sampling technique, but only 150 data were usable as samples. An online questionnaire was distributed using Google Form with 5-point Likert scale for each indicator. All data were analyzed using PLS-SEM method. The results showed that perceived fit does not positively and significantly impact intention to purchase co-branded product. In addition, attitude and need for uniqueness can positively and significantly impact intention to purchase co-branded product. The results of this study contribute to get a better understanding of co-branding and to help the marketers formulate better co-branding strategies." @default.
- W4385175102 created "2023-07-24" @default.
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- W4385175102 date "2023-03-01" @default.
- W4385175102 modified "2023-10-05" @default.
- W4385175102 title "The Role of Perceived Fit, Attitude, and Need for Uniqueness on Intention to Purchase Co-Branded Product in Indonesia" @default.
- W4385175102 doi "https://doi.org/10.24912/ijaeb.11.1-9" @default.
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