Gains and losses from the misperception of brand origin : the role of brand strength and country-of-origin image
Year of publication: |
2011
|
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Authors: | Balabanis, George ; Diamantopoulos, Adamantios |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 19.2011, 2, p. 95-116
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Subject: | Herkunftsbezeichnung | Designation of origin | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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