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• W4386249507 abstract "The aim of this study was to examine the relationship between the country of origin image of a product and consumers’ purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural equation modeling. The results indicated that the country of origin image of a product has a significant and positive impact on consumers’ information search, product evaluation, purchase decision-making, and post-purchase behavior. The study also found that perceived quality does not mediate the impact of country of origin image on information search and product evaluation, but it does play a significant and positive role in purchase decision-making and post-purchase behavior. As a result, it is important for Nigerian hypermarkets to be aware of the origin of the products they import, as importing from countries with a positive image can enhance their performance. Furthermore, perceived quality can mediate purchase and post-purchase decisions." @default.
• W4386249507 created "2023-08-30" @default.
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• W4386249507 date "2023-08-29" @default.
• W4386249507 modified "2023-09-27" @default.
• W4386249507 title "Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?" @default.
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• W4386249507 doi "https://doi.org/10.1371/journal.pone.0285438" @default.
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