Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country-of-Origin Image
- Author(s)
- George Balabanis, Adamantios Diamantopoulos
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- University of London
- Journal
- Journal of International Marketing
- Volume
- 19
- Pages
- 95-116
- No. of pages
- 22
- ISSN
- 1069-031X
- Publication date
- 2011
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/0504b569-c275-4edb-a0bf-dd0096beb4c2