Buy custom brand equity and country of origin relationship
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| Topic: |
Business
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| Number of pages / Number of words: |
33 / 9113 |
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77).
The literature does not provide a satisfactory explanation for the factors influencing brand equity in the international context. Despite exhaustive research on brand equity over the past few decades, the marketing literature does not fully explain how a change in the country of origin of a brand would affect its consumer-based equity...
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Neither is it clear whether the impact of country of origin on the consumer-based equity of a brand would be product-category specific. The goal of this paper, therefore, is to examine and elucidate the potential relationships between country of origin and consumer-based brand equity. More specifically, the main objective of the present study is to identify empirically possible differences in consumer-based brand equity, according to the country where the product is made...
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