Consumer-based brand equity : relationship between country of origin and brand equity dimension
Consumer-based brand equity is essential in marketing strategy as it can affect firm performance. This study examines the relationship between country of origin effect on consumer-brand equity, for a selected product category in Malaysian market. In this context, a conceptual research model was...
Saved in:
Main Authors: | Syed Shah Alam,, Zizah Che Senik,, Nor Asiah Omar,, Mohd Helmi Ali, |
---|---|
Format: | Article |
Language: | English |
Published: |
Penerbit Universiti Kebangsaan Malaysia
2018
|
Online Access: | http://journalarticle.ukm.my/20407/1/28152-102256-1-PB.pdf http://journalarticle.ukm.my/20407/ https://ejournal.ukm.my/pengurusan/issue/view/1131 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Similar Items
-
Country or origin, product innovation and relationship quality: The role of brand equity assets as mediator
by: Abd Ghani, Noor Hasmini, et al.
Published: (2017) -
Advertising and country of origin as key success factors for creating sustainable brand equity
by: Hanaysha, Jalal, et al.
Published: (2015) -
The mediating effect of brand trust on the relationships between dimensions of brand equity and purchase intention toward smartphone
by: Al-Koliby, Ibraheem Saleh
Published: (2017) -
Consumer-based brand equity of apparel brands as perceived by young consumers.
by: Wong, Foong Yee
Published: (2012) -
Dealer-based brand equity: The role of market orientation and relationship marketing on brand equity
by: Abd Ghani, Noor Hasmini, et al.
Published: (2014)