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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2019-12-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol10/msl_2019_355.pdf |