THE EFFECT OF COUNTRY OF ORIGIN OF BRAND ON BRAND EQUITY

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RANJBARIAN B.; MAHMOUDI E.; GHASEMI A.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2013 | Volume:8 | Issue:18 Page(s): 63-74

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Information Journal Paper

Title

THE EFFECT OF COUNTRY OF ORIGIN OF BRAND ON BRAND EQUITY

Author(s)

RANJBARIAN B. | MAHMOUDI E. | GHASEMI A. | Issue Writer Certificate

Keywords

COUNTRY OF ORIGIN OF BRANDQ2

BRAND EQUITYQ2

BRAND STRENGTHQ2

BRAND AWARENESSQ2

Abstract

One of the most effective measures in the process of purchase behavior is COUNTRY OF ORIGIN OF BRAND. Many people generalize mentality of the country to product that made by this country. This is something that can be used by owners of top brand in their business strategy. In this paper, the effect of country origin of brand on BRAND STRENGTH and awareness and BRAND EQUITY has been studied. The statistical population of paper is the student of Shahid Chamran University that a sample of 230 people of theirs has been studied. However, for analysis the data, SPSS and LISREL have been applied. The finding indicates that the effect of origin country of brand on BRAND STRENGTH and awareness and BRAND EQUITY is positive and significant, while the effect of BRAND STRENGTH on BRAND EQUITY is rejected.

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APA: Copy

RANJBARIAN, B., MAHMOUDI, E., & GHASEMI, A.. (2013). THE EFFECT OF COUNTRY OF ORIGIN OF BRAND ON BRAND EQUITY. JOURNAL OF MARKETING MANAGEMENT, 8(18), 63-74. SID. https://sid.ir/paper/218837/en

Vancouver: Copy

RANJBARIAN B., MAHMOUDI E., GHASEMI A.. THE EFFECT OF COUNTRY OF ORIGIN OF BRAND ON BRAND EQUITY. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2013;8(18):63-74. Available from: https://sid.ir/paper/218837/en

IEEE: Copy

B. RANJBARIAN, E. MAHMOUDI, and A. GHASEMI, “THE EFFECT OF COUNTRY OF ORIGIN OF BRAND ON BRAND EQUITY,” JOURNAL OF MARKETING MANAGEMENT, vol. 8, no. 18, pp. 63–74, 2013, [Online]. Available: https://sid.ir/paper/218837/en

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