Consumer-based brand equity : relationship between country of origin and brand equity dimension

• 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

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...