Tseng, Ting-Hsiang; Chan, Nga Cheng; Liu, Matthew Tingchi; … - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 1, pp. 209-226
Purpose: The purpose of this study is to examine the effects of brand origin (BO) misperception (hereafter BOM) or non-identification on brand equity. Besides, the current study investigates the moderating role of brand strength in the relationship between BOM and brand equity....
