Advertising and country of origin as key success factors for creating sustainable brand equity

Today’s markets have become highly competitive and challenging, therefore, a careful understanding of the key success factors that may help firms to sustain their brands is very important.In past literatures, it is evident that consumers prefer to purchase brands that provide them with unique val...

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Bibliographic Details
Main Authors: Hanaysha, Jalal, Abdullah, Haim Hilman
Format: Article
Published: Asian Economic and Social Society 2015
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