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Moderating effect of brand awareness on country of origion and brand equity: a study of DG-Khan & Jampur consumer's
[journal article]
Abstract The current study aims to investigate the relationship between country of origin and brand equity by incorporating moderating factor as brand awareness. The data is collected from consumers markets by using questionnaire. Thus, the study revealed significant relationship among country of origin and ... view more
The current study aims to investigate the relationship between country of origin and brand equity by incorporating moderating factor as brand awareness. The data is collected from consumers markets by using questionnaire. Thus, the study revealed significant relationship among country of origin and brand equity. Thus, brand awareness as moderator is also found significant between country of origin and brand equity.... view less
Keywords
trademark; equity; questionnaire; country of origin; consumer; economic value; consciousness
Classification
Sociology of Economics
Marketing
Free Keywords
Moderierung
Document language
English
Publication Year
2015
Page/Pages
p. 137-139
Journal
International Letters of Social and Humanistic Sciences (2015) 54
ISSN
2300-2697
Status
Published Version; peer reviewed