The impact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis

Although both product-country images (PCI) and firm assets such as brand equity have been extensively studied in separate contexts, we know very little about the combined performance effects of these two important constructs in international research. Extant research has investigated brand equity pr...

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Bibliographic Details

Main Authors:	Artur Baldauf, Karen S. Cravens, Adamantios Diamantopoulos, Katharina Petra Zeugner-Roth
Format:	Default Article
Published:	2009
Subjects:	Other commerce, management, tourism and services not elsewhere classified untagged Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/16006
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