Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality
Year of publication: |
2017
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Authors: | Loureiro, Sandra Maria Correia ; Kaufmann, Hans Rüdiger |
Published in: |
Baltic journal of management. - Bingley : Emerald Group Publishing Limited, ISSN 1746-5265, ZDB-ID 2248722-0. - Vol. 12.2017, 2, p. 153-170
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Subject: | Brand equity | Smartphones | Advertising | Brand origin | Country of manufacture | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbung | Ursprungsregeln | Rules of origin | Werbewirkung | Advertising effects |
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