The effect of national brand image in the process of customer purchase decision

The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazili...

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Bibliographic Details
Main Authors:	Elaine Lopes Da Silva, Edna Rocío Bravo Ibarra, Heloísa Oliveira, Tulia Guzman Pedraza
Format:	Article
Language:	Catalan
Published:	OmniaScience 2010-10-01
Series:	Intangible Capital
Subjects:	country of origin, consumer orientation, brand identity, perceived product quality
Online Access:	http://www.intangiblecapital.org/index.php/ic/article/view/209

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