Understanding Purchase Intention of Fair Trade Handicrafts through the Lens of Geographical Indication and Fair Trade Knowledge in a Brand Equity Model
Eunmi Lee,
Li Zhao
Abstract:This study aims to investigate the effects of geographical indication (GI) and fair trade knowledge (FTK) on U.S. female consumers’ perceived brand equity and the purchase intention of fair trade apparel handicrafts. Employing a web-based experiment and survey, the study divided participants into groups exposed to brands with and without GI certification marks. A total of 206 responses were collected. A perceived brand equity model was developed, featuring elements such as perceived quality (PQ), brand awarene… Show more
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