Brand Popularity, Country Image and Market Share: An Empirical Study
Kim, Chung Koo, Chung, Jay Young
Journal of International Business Studies · 1997 · Volume 28 · Issue 2
DOI: 10.1057/palgrave.jibs.8490105
Abstract
This study examines how brand popularity in conjunction with other marketing variables influences market share directly as well as indirectly by interactin
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