Keywords: Asian development model
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Journal Articles

When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin

Sangwon Lee
Journal: International Journal of Emerging Markets
International Journal of Emerging Markets (2020) 15 (2): 387–402.
https://doi.org/10.1108/IJOEM-10-2018-0543
Published: 23 August 2019
... 2019 18 06 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Country image Consumer behaviour Developing countries Asian development model Whereas marketing practitioners and researchers agreed that the good brand name should...
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