The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect
Year of publication: |
2016
|
---|---|
Authors: | Andéhn, Mikael ; L’Espoir Decosta, Patrick |
Published in: |
International Marketing Review. - Emerald Group Publishing Limited, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 33.2016, 6, p. 851-866
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand equity | Country-of-origin | Brands | Country image | Product categories | Association strength |
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