Pappu, Ravi; Quester, Pascale G.; Cooksey, Ray W. - In: European Journal of Marketing 40 (2006) 5/6, pp. 696-717
Purpose – The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity. Design/methodology/approach – Brand equity was conceptualized in this paper as a combination of brand awareness, brand associations, perceived quality...