Country Equity: an empirical investigation of the image of brazilian and chisene footwear among chilean consumers
Based on the concept of country equity, which has been adapted from the construct of brand equity to the specific case of country brands, this study aimed at empirically investigating the influence of country equity on the attitudes of foreign consumers towards a specific product category. The model...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2014-08-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/221 |