Advertising and country of origin as key success factors for creating sustainable brand equity
Today’s markets have become highly competitive and challenging, therefore, a careful understanding of the key success factors that may help firms to sustain their brands is very important.In past literatures, it is evident that consumers prefer to purchase brands that provide them with unique val...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Economic and Social Society
2015
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/15716/1/3-202.pdf http://repo.uum.edu.my/15716/ http://www.aessweb.com/journals/5006/July2015?ic=download&id=3128 |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |