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Topic: Business
Number of pages / Number of words: 33 / 9113
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77).

The literature does not provide a satisfactory explanation for the factors influencing brand equity in the international context. Despite exhaustive research on brand equity over the past few decades, the marketing literature does not fully explain how a change in the country of origin of a brand would affect its consumer-based equity...


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Neither is it clear whether the impact of country of origin on the consumer-based equity of a brand would be product-category specific. The goal of this paper, therefore, is to examine and elucidate the potential relationships between country of origin and consumer-based brand equity. More specifically, the main objective of the present study is to identify empirically possible differences in consumer-based brand equity, according to the country where the product is made...


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Brand Equity Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal brand equity and country of origin relationship Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility Corporate brand equity derives from overall impression by all stakeholders creating brand equity DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE Dynamics Of International Brand Architecture: excessive sales promotion and brand equity How Country Of Origin Image Can Affect International Business Success And Further Internatinal Expansion. Is a company able to increase brand equity for a product that is in the maturity phase of the PLC? Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon Process Of Developing Consumer Based Brand Equity Aarong Bangladesh The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand

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