CONSUMER ATTITUDES TOWARD CROSS-BORDER BRAND ALLIANCES: ADDING A CONSIDERATION OF COUNTRY OF ORIGIN FIT Larry L. Carter, Jr. (ABSTRACT) This research examines the ...
ORIGINAL EMPIRICAL RESEARCH Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications
Nargis Parvin and Md. Humayun Kabir Chowdhury 92 Perceived Country of Origin The "made in" image is the picture, the reputation and the stereotype that
substantially higher levels of brand equity. In turn, the brand with higher equity in each category generated significantly greater preferences and purchase intentions.
6 place-brand strategists to be aware of such determinants of place image perceptions when developing place-brand strategy. Further determinants of country image ...
Kivenzor/Brand Equity Aberrations Academy of Marketing Science Review volume 2007 no. 10 Available: http://www.amsreview.org/articles/kivenzor10-2007.pdf
This research aims at studying the strategies applied by Nokia in India, and analyzing the effects of these strategies on the sales of the company.
- Journal of Arts Science & Commerce ISSN 2229-4686 International Refereed Research Journal www.researchersworld.com Vol.– II, Issue –1,January 2011
5 Determine desired global brand identity/positioning Decide on the global brand’s name, logo, colors, tagline, and symbol Apply brand building tools:
outcome in brand knowledge of the customers, there are 3 and elements to build CBBE, which are “differential effect”, “brand knowledge”, and “consumer ...