Vukasovic, Tina; Bojnec, Stefan - In: Management 5 (2010) 4, pp. 375-391
The article investigates the importance of perceived brand name value from an external point of view of perception of … origin of the product, marketing mix elements, and the perceived brand name value. Emphasis is placed on establishing how the … origin of the product impacts on the perceived brand name value and what its impact is on the perceived brand name value in …
