The impact of country-of-origin and brand origin Image in brand equity and purchase intentions : a study on the Portuguese Smartphone Industry
The era of globalization that the world faces, has transcended towards its markets, leading to an increase in competition for global brands. Nowadays, for a brand to stand out from the rest, it must build up a favorable brand equity, thus driving purchase intent by consumers. A way that brands have...
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| Format: | masterThesis |
| Language: | eng |
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2017
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| Online Access: | http://hdl.handle.net/10400.14/22737 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/22737 |