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Consumer-based brand equity : relationship between country of origin and brand equity dimension

Consumer-based brand equity is essential in marketing strategy as it can affect firm performance. This study examines the relationship between country of origin effect on consumer-brand equity, for a selected product category in Malaysian market. In this context, a conceptual research model was...

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Bibliographic Details
Main Authors:	Syed Shah Alam, Zizah Che Senik, Nor Asiah Omar, Mohd Helmi Ali
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:	http://journalarticle.ukm.my/20407/ http://journalarticle.ukm.my/20407/1/28152-102256-1-PB.pdf

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