Jin, Byoungho Ellie; Yang, Heesoon; Kim, Naeun Lauren - In: Journal of Fashion Marketing and Management: An … 25 (2020) 3, pp. 389-406
Purpose: Built on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e....