Influence of country of origin image on brand equity of consumers in Bosnia and Herzegovina: The case of smartphone market

Consumers pay attention to the country of origin when purchasing imported products and believe that it has a significant impact on the formation of consumer attitude towards branded products. Competition among global smartphone brands is an intense, efficient and effective branding strategy, an impo...

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Bibliographic Details

Published in:	Anali Ekonomskog fakulteta u Subotici
Main Author:	Gluhović Nikola
Format:	Article
Language:	English
Published:	University of Novi Sad - Faculty of Economics, Subotica 2020-01-01
Subjects:	country of origin consumer-based brand equity perceived quality brand associations smartphone bosnia and herzegovina
Online Access:	https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2020/0350-21202043015G.pdf