Results 11 to 20 of about 43,580 (305)
Measurement of a country brand : the country brand strength index [PDF]
, 2017 This thesis applies the Country Brand Strength Index (CBSI) developed by Marc Fetscherin in 2010, in a 5-year period analysis to conduct a longitudinal study applying it to 31 countries. The CBSI proposed is an alternative measurement to existing subjective survey-based measurement indexes.
Ribeiro, Bárbara Schoeppen de Magalhães Álvares
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The Revival of Indonesian Skin Care Brands [PDF]
SHS Web of Conferences, 2020 Skincare business in Indonesia has been growing enormously in the last decade, with the coming of international brands and the struggling of local brands, to win the Indonesian customers. The aim of this research is to analyze the influence of country of
Evelyn Budiono Priscilla +2 more
doaj +1 more source
The impact of brand communication on brand equity through Facebook [PDF]
, 2015 Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.
Dabrowski, D +5 more
core +1 more source
Organizations and Markets in Emerging Economies, 2010 Though the issue of product country of origin has been researched by numerous researchers, due to globalization, currently consumers have more problems perceiving the country of origin than ever before.
Vytautas Dikčius +1 more
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Studia Universitatis Babeş-Bolyai. Studia Europaea, 2022 The aim of this paper is to investigate the effect that Word-Of-Mouth (WOM) could have on consumers in different countries, with respect to brand-choice, brand-image, product-category choice, the quantity purchased of a product/brand, and with respect to
Adnane ALAOUI, Natalia SULIKASHVILI
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The Brand Scandal Spillover Effect at the Country Level: Evidence From Event-Related Potentials
Frontiers in Neuroscience, 2020 The spillover effect of brand scandals commonly exists, and this effect will damage the image of the company, industry or even country in which the scandal occurred.
Bonai Fan +7 more
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Management şi Marketing, 2023 The stronger capacity of falsehood to diffuse in comparison with the truth pushes researchers to identify fake news effects on the formation of country brand equity due to the distant and intangible nature of this notion.
Novoselova Olga V. +6 more
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Country-branded universities: a framework for country brand authenticity in transnational higher education [PDF]
Studies in Higher EducationCountry-branded universities, which include a country in their name, are a type of higher education institution found in many countries globally. We consider these universities as transnational higher education institutions, for they ‘borrow’ or ‘transfer’ elements of the affiliated country across national borders.
Stephen Wilkins, Jeroen Huisman
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Sales-based Brand Equity as a Performance Driver in ‘The Country of Soccer
RAC: Revista de Administração Contemporânea, 2019 Despite being the most popular sport in Brazil, soccer suffers from structural problems. Managers working in this reality know little about the factors that determine performance measures in stadiums.
Marcos Inácio Severo de Almeida +4 more
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Country brand equity model: Sustainability perspective [PDF]
Marketing (Beograd. 1991), 2016 This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity. In particular, the model includes elements of sustainability as its core dimensions and promotes the concept of the
Teodorović Milivoj, Popesku Jovan
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