Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study

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Toward a 'masstige' theory and strategy for marketing (2018, background): “To fill these gaps in the literature, we extend prior research (Kirmani et al., 1999; Sudhir, 2001; Yoo et al., 2000; Yoo and Donthu, 2001; Roth et al., 2008; Zhou et al., 2010; Pappu and Quester, 2010; Paul, 2015b; Kumar and Paul, 2018), with the specific research objectives as follows: 1 Measure…”
The determinants and measurement of a country brand: the country brand strength index (2010, background): “This approach has been discussed extensively in the marketing literature (Zeugner-Roth et al., 2008) as a bottom-up approach in assessing brand value.”
Food and Gastronomy for Sustainable Place Development: A Multidisciplinary Analysis of Different Theoretical Approaches (2017, background): “A product’s COO acts as a signal of product quality, whereas branding enables consumers to distinguish between offerings, influencing the perceived quality of products or services [57].”