Murtiasih, Sri; Sucherly, Sucherly; Siringoringo, Hotniar - In: Marketing Intelligence & Planning 32 (2014) 5, pp. 616-629
Purpose – The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE). Design/methodology/approach – Questionnaire was deployed to collect data. Prior to data collection, validity, and reliability tests were...