Mohd Yasin, Norjaya; Nasser Noor, Mohd; Mohamad, Osman - In: Journal of Product & Brand Management 16 (2007) 1, pp. 38-48
Purpose – The purpose of this study is to explore the effects of brand's country‐of‐origin image on the formation of brand equity. Design/methodology/approach – To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and...