An Examination of the Realtionship Between Country of Origin and Customer-Based Brand Equity: Testing the Effect of Some Moderators

Abstract
This study examines the relationship between the country of origin cue of a brand and the customer-based equity of this brand. In addition, the authors examined the moderating effect of three variables; the personal involvement of the consumers, the consumer’s prior experience with the brand and the promotional activities related to the brand. Data were collected from a sample of 250 Egyptian customers. Self-administered questionnaires were...
Paper Details
Title
An Examination of the Realtionship Between Country of Origin and Customer-Based Brand Equity: Testing the Effect of Some Moderators
Published Date
Jan 1, 2016
Pages
816 - 816
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