Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

This research investigates how country macro and micro images associated with both brand origin (BO) and country of manufacture (COM) impact two main dimensions of brand equity–brand image and brand quality. Whereas BO images relate positively to both dimensions of brand equity, COM images exert an...

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Bibliographic Details
Published in:Journal of business research 2011-09, Vol.64 (9), p.973-978
Main Authors: Hamzaoui-Essoussi, Leila, Merunka, Dwight, Bartikowski, Boris
Format: Article
Language:English
Subjects:
Brand equity
Brand image
Brand origin
Brand typicality
Brands
Business administration
Consumer behaviour
Consumer preferences
Countries
Country image
Country of manufacture
Country of origin
Country of origin Brand origin Country of manufacture Brand equity Country image Brand typicality
Equity
Herkunftsbezeichnung
Humanities and Social Sciences
Imagery
Impact analysis
Markenimage
Perception
Studies
Typicality
Ursprungsregeln
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