The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis

Journal of Retailing

Volumn 85, Issue 4, 2009, Pages 437-452

  Baldauf, Artur ^a   Cravens, Karen S ^b   Diamantopoulos, Adamantios ^c   Zeugner Roth, Katharina Petra ^d  

^a UNIVERSITY OF BERN   (Switzerland)

^b UNIVERSITY OF TULSA   (United States)

^c UNIVERSITY OF VIENNA   (Austria)

^d VLERICK BUSINESS SCHOOL   (Belgium)

Author keywords

Brand performance; Country of origin; Product country image; Retailer perceived brand equity

Indexed keywords

EID: 70449627612     PISSN: 00224359     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jretai.2009.04.004     Document Type: Article

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