Sökning: "Mikael Andéhn"

Hittade 1 avhandling innehållade orden Mikael Andéhn.

  1. 1. Place-of-Origin Effects on Brand Equity : Explicating the evaluative pertinence of product categories and association strength

    Författare :Mikael Andéhn; Fredrik Nordin; Per-Olof Berg; Mats E. Nilsson; Leif E. Hem; Stockholms universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Country-of-origin; Association Strength; Product Category; Brand Equity; Place; Business Administration; företagsekonomi;

    Sammanfattning : The country-of-origin effect - the alteration of judgment derived from an association to a place, is a much studied phenomenon with great potential implications for brand management and international marketing. However, in light of criticism towards the lack of conceptual development the extant literature, the relevance of the effect has been brought into question. LÄS MER