THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON HIERARCHICAL PROCESS OF CONSUMER BASED BRAND EQUITY

THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON HIERARCHICAL PROCESS OF CONSUMER BASED BRAND EQUITY

The paper presents empirical data on the extent to which the country of origin (COT) is affected by the specific stage of the hierarchical process of creating a fair consumer brand (SBS). The study evaluates seven hypotheses that postulate: 1) the relationship between the country of origin (COT) and...

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Veröffentlicht in:Aktualʹni problemy ekonomiky 2018-01 (203/204), p.33-98
1. Verfasser: Kim, Renee B
Format: Artikel
Sprache:eng
Schlagworte:
Brand equity
Brand preferences
Consumer behavior
Rule of origin
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Zusammenfassung:The paper presents empirical data on the extent to which the country of origin (COT) is affected by the specific stage of the hierarchical process of creating a fair consumer brand (SBS). The study evaluates seven hypotheses that postulate: 1) the relationship between the country of origin (COT) and the four brands of the Common Security Policy; and 2) the relationship between the four brand constructions in the hierarchical process of creating a fair consumer brand.
ISSN:1993-6788