How do online reviews moderate effects of country image on product image and purchase intention : cases of Korean and US products in Vietnam

Ngoc Minh Nguyen, Hoang Huong Giang and Ngoc Thi Minh Vu, and Son Anh Ta

Year of publication:	2025
Authors:	Nguyen Minh Ngoc ; Giang Hoang-Huong ; Ngoc Thi Minh Vu ; Son Anh Ta
Subject:	Affective country image \| Cognitive country image \| Online review positiveness \| Online review quality \| Product image \| Markenimage \| Brand image \| Südkorea \| South Korea \| Herkunftsbezeichnung \| Designation of origin \| Konsumentenverhalten \| Consumer behaviour \| Online-Handel \| Online retailing \| Virales Marketing \| Viral marketing \| Internationales Marketing \| International marketing \| Vietnam \| Viet Nam \| Online-Marketing \| Internet marketing \| Produktqualität \| Product quality