search query: @author Quester, P.G. / total: 4
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| Author: | Pappu, R. Quester, P.G. Cooksey, R.W. |
| Title: | Consumer-based brand equity and country-of-origin relationships: some empirical evidence |
| Journal: | European Journal of Marketing
2006 : VOL. 40:5/6, p.696-717 |
| Index terms: | brand loyalty brands quality |
| Freeterms: | country-of-origin |
| Language: | eng |
| Abstract: | The aim of this research is to examine the impact of the country of origin of a brand on its consumer-based equity. The study approach incorporated a multivariate design in a structured questionnaire to collect data via mail intercepts in an Australian capital city. Multivariate analysis of variance of the data indicated that consumer-based brand equity varied according to the country of origin of the brand and product category. This impact of country of origin on brand equity occurred where consumers perceived substantive differences between the countries in terms of their product category-country associations. |
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