When does it pay off to link a brand name to a country?
Year of publication: |
2014
|
---|---|
Authors: | Nes, Erik B. ; Gripsrud, Geir |
Published in: |
Journal of euromarketing. - Palmyra, PA : IMDA Press, ISSN 1049-6483, ZDB-ID 1109182-4. - Vol. 23.2014, 1/2, p. 22-36
|
Subject: | Brand image | country image | congruence theory | brand equity | brand user characteristics | brand promise | country of origin | buying intentions | Markenimage | Herkunftsbezeichnung | Designation of origin | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand |
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