The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation

In today's competitive business environment, organizations are always seeking for valuable practices to build a strong brand and enhance purchase intention. Accordingly, this study is designed to propose and test the effect of country-of-origin image on brand image, brand evaluation and purchas...

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Bibliographic Details

Published in:	Management Science Letters
Main Authors:	Nguyen Ngoc Hien, Nguyen Nguyen Phuong, Tung Van Tran, Le Duc Thang
Format:	Article
Language:	English
Published:	Growing Science 2019-12-01
Subjects:	brand evaluation brand image country-of-origin purchase intention
Online Access:	http://www.growingscience.com/msl/Vol10/msl_2019_355.pdf