Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

Leila Hamzaoui-Essoussi , Dwight Merunka (1) , Boris Bartikowski (2)

1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
2 Euromed Marseille - École de management

Domaines: Gestion et management

Leila Hamzaoui-Essoussi, Dwight Merunka, Boris Bartikowski. Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 2011, 64 (9), pp.973 - 978. ⟨10.1016/j.jbusres.2010.11.020⟩. ⟨hal-01822305⟩