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...
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格式: | Article |
语言: | English |
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Penerbit Universiti Kebangsaan Malaysia
2018
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在线阅读: | http://journalarticle.ukm.my/20407/1/28152-102256-1-PB.pdf http://journalarticle.ukm.my/20407/ https://ejournal.ukm.my/pengurusan/issue/view/1131 |
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