... properties. Spain Brand image Brand identity Latin culture Product-personality congruence User-image congruence Participants were recruited from two universities in Spanish-speaking, Latin cultures: Spain – Latin Europe (n=340) and Uruguay – Latin America (n=400). All participants...

... branding and marketing communication strategies in China and possibly in other emerging markets. Guijun Zhuang can be contacted at: zhgj@mail.xjtu.edu.cn © Emerald Group Publishing Limited 2008 Country of origin Brand identity Brand awareness Brand loyalty China Consumers...

... Country‐of‐origin Brand identity Consumer behaviour China Country‐of‐origin is the country (often referred to as the home country) with which a manufacturer's product or brand is associated (Saeed, 1994). COO image is the stereotypic perception that consumers hold toward the country's...

... in traditional corporate advertising (Hwang et al., 2003). © Emerald Group Publishing Limited 2006 Creative thinking Internet Marketing communications Brand identity Multinational companies Brand personality is one of the core dimensions of brand equity (Aaker, 1996...