Browsing BI Open by Author "Sanfilippo, Marie"
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Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?
Sanfilippo, Marie (Master thesis, 2017)The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an ...