Consumer-based brand equity : does Country of Origin (COO) matter to Generation Z consumers?
Year of publication: |
2019
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Authors: | Sharma, Rajesh |
Published in: |
South Asian journal of management : SAJM. - Hyderabad : AMDISA, ISSN 0971-5428, ZDB-ID 2446149-0. - Vol. 26.2019, 1, p. 136-150
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Subject: | Brand Equity | Brand Loyalty | Country of Origin (COO) | Generation Z | Perceived Quality | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Herkunftsbezeichnung | Designation of origin | Beziehungsmarketing | Relationship marketing | Ursprungsregeln | Rules of origin |
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