haku: @author Chung, J. Y. / yhteensä: 1
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Tekijä: | Kim, C. K. Chung, J. Y. |
Otsikko: | Brand popularity, country image and market share: An empirical study |
Lehti: | Journal of International Business Studies
1997 : Vol. 28:2, p. 359-386 |
Asiasana: | BRANDS MARKET SHARE COUNTRY COMPARISONS |
Kieli: | eng |
Tiivistelmä: | 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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