The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building

The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building

Purpose – The primary purpose of this paper is to analyze the relationship between the country-of-origin (COO) construct and destination brand building (DBB) to reveal whether the COO construct and its dimensions are important for DBB. More specifically, the paper explores whether COO construct dime...

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Bibliographic Details
Main Authors: Zoran Krupka, Mateja Mirt, Đurđana Ozretić Došen
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2021-01-01
Series:Tržište
Subjects:
country of origin
brand building
destination brand
Online Access:https://hrcak.srce.hr/file/392410

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