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| Author: | Kim, C. K. Chung, J. Y. |
| Title: | Brand popularity, country image and market share: An empirical study |
| Journal: | Journal of International Business Studies
1997 : Vol. 28:2, p. 359-386 |
| Index terms: | BRANDS MARKET SHARE COUNTRY COMPARISONS |
| Language: | eng |
| Abstract: | This study examines how brand popularity in conjunction with other marketing variables influences market share directly as well as indirectly by interacting with country-related intangible assets (or simply country image). The results of our empirical analysis show that a competitive analysis without the recognition of country image would be misleading. We found that country-specific intangible assets exist and that they significantly interact with marketing variables differently for U.S. and Japanese brands in the subcompact car market in the USA. |
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