Country of Origin Image and Brand Equity from Gender Perspective: Do they matter?
This study investigated how country of origin image and brand equity dimensions affect overall brand equity. In addition, this study also investigated whether there is gender difference in the hypothesized relationship. A partial least square structural equation modeling with multigroup analysis was...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2018-01-01
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| Series: | APMBA (Asia Pacific Management and Business Application) |
| Subjects: | |
| Online Access: | http://apmba.ub.ac.id/index.php/apmba/article/view/258 |