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Toward more rigorous country brand assessments : the modified country brand strength index
Lahrech, Abdelmounaim; Juusola, Katariina; AlAnsaari, … - In: International Marketing Review 37 (2020) 2, pp. 319-344
Purpose: This study focuses on country branding indices. The main purpose of this study is to build an objective country brand strength index using secondary data. The new index, the Modified Country Brand Strength Index (MCBSI), builds on Fetscherin's (2010) Country Brand Strength Index (CBSI)...
Persistent link: https://www.econbiz.de/10012277022
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Modeling transitions in nation brand equity : an empirical assessment of the nation equity power grid
Juusola, Katariina; Lahrech, Abdelmounaim - In: Australian journal of management 49 (2024) 2, pp. 249-271
Persistent link: https://www.econbiz.de/10014578065
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Determining the predictive importance of the core dimensions of nation brands
Lahrech, Abdelmounaim; Aldabbas, Hazem; Juusola, Katariina - In: The journal of product & brand management 32 (2023) 8, pp. 1207-1219
Persistent link: https://www.econbiz.de/10014485561