Identifying the Formative Factors which Shape Individual Intention to Prefer Imported Used or Locally Assembled Cars: A Survey on Pakistan
Research Article
The current study intended to examine the consumer intention while purchasing locally assembled and imported cars. Hence, the study proposed a model which is underpinned with social identity theory. The research model employed consumer ethnocentrism, self-congruity product characteristic, perceived relative price, brand personality and service quality. The current study identify research gap and found to the best knowledge of researchers [...]