Examining the Effects of Brand Origin Misperception on Brand Equity
碩士 === 逢甲大學 === 國際貿易所 === 100 === In the field of international marketing, the concepts of country-of-origin (C.O.O.) have been widely discussed and researched. Recent studies have shown that consumers are not fully aware of the real brand origin, and often classify the true brand origin to wrong co...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/v83447 |