کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018227 940334 2011 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality
چکیده انگلیسی

This research investigates how country macro and micro images associated with both brand origin (BO) and country of manufacture (COM) impact two main dimensions of brand equity–brand image and brand quality. Whereas BO images relate positively to both dimensions of brand equity, COM images exert an impact on brand quality, not on brand image. The typicality of the brand as a representative of the country of origin moderates the impact of BO on brand equity, such that the effects of BO on brand equity are stronger when the brand is more typical. The authors explore implications for theory and practice.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 64, Issue 9, September 2011, Pages 973–978
نویسندگان
, , ,