Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality
Purpose: This research has two main purposes: (i) to explore the influence of an individual’s attitude towards advertising and country-of-origin images (brand origin and country of manufacture) on brand equity creation; and (ii) to investigate how brand typicality moderates the effect of brand origi...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | article |
| Language: | eng |
| Published: |
2017
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/12856 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/12856 |