Tjiptono, Fandy; Andrianombonana, Haja Tiana Rakotondrainibe - In: Asia Pacific Journal of Marketing and Logistics 28 (2016) 5, pp. 878-897
Purpose Brand origin (BO) has been suggested as an important determinant of brand evaluation and purchase intention … brands. The purpose of this paper is to assess brand origin recognition accuracy (BORA) and its relationships with brand …