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Brand equity, country of manufacture, country brand ambassadors: a contribution to the brand globalization debate
Conference proceeding

Brand equity, country of manufacture, country brand ambassadors: a contribution to the brand globalization debate

Carolina Guerini and Eleonora Cattaneo
Proceedings of 52nd International business research conference, 4 July 2019, LIUC-Università Cattaneo, Milan, Italy, Vol.506, pp.1-1
52nd International business research conference (LIUC-Università Cattaneo, Milan, Italy, 04/07/2019)
2019

Abstract

Our study investigates the relationship between brand equity and country-of-manufacture (COM) related to brands globally recognised as being part of a specific country image (CI). We used a survey approach to examine the impact of COM on components of the Customer-Based Brand Equity (CBBE) pyramid (Keller, 2001) as perceived by global consumers.
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