haku: @indexterm Product preference / yhteensä: 78
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| Tekijä: | Zeugner-Roth, K.P. Diamantopoulos, A. Montesinos, M.A. |
| Otsikko: | Home country image, country brand equity and consumers' product preferences: An empirical study |
| Lehti: | Management International Review
2008 : VOL. 48:5, p. 577-602 |
| Asiasana: | Spain consumers product preference brands |
| Vapaa asiasana: | brand equity country equity country brand equity country image |
| Kieli: | eng |
| Tiivistelmä: | In this study, the construct of brand equity (henceforth as: b-e.) is applied in a country context, measuring the value-added with which the name of a country endows a product or a brand as perceived by the individual consumer. A country brand equity (here as: c-b-e.) scale is developed and empirically tested for its psychometric properties. A model linking home country image (as: c-i.) and product preferences with c-b-e. as an intervening variable is estimated. The results refer to a. that c-b-e. is influenced by c-i. perceptions, b. that c-b-e. positively impacts on product preferences, and c. that the latter are not directly influenced by c-i. perceptions. |
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