Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

Journal of Business Research

Volumn 64, Issue 9, 2011, Pages 973-978

  Hamzaoui Essoussi, Leila ^a   Merunka, Dwight ^b,c   Bartikowski, Boris ^c  

^a UNIVERSITY OF OTTAWA   (Canada)

^b University Aix Marseille   (France)

^c KEDGE BUSINESS SCHOOL   (France)

Author keywords

Brand equity; Brand origin; Brand typicality; Country image; Country of manufacture; Country of origin

Indexed keywords

EID: 79957828606     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2010.11.020     Document Type: Article

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