Exploring the Mediating Role of Product Features in Smartphone Purchase Intentions among Bangladeshi University Students
Golam Naim, Md. Mizanur Rahman, Sazzad Hossain, Sumaiya Islam Mim & Mohitul Ameen Ahmed Mustafi · Asian Journal of Economics, Business and Accounting · 2024
Background: This study explores the mediating role of product features in influencing smartphone purchase intentions among university students in Bangladesh. It focuses on how brand image and price affect purchase intention, with product features serving as a mediator in this rel...
Open access
Research Article
10.9734/ajeba/2024/v24i111545