... brand (Collange, 2008), attachment to the initial brand (Collange, 2008) and the presence of an umbrella brand (Aimé‐Garnier and Lai, 2008). © Emerald Group Publishing Limited 2012 Brand name substitution Brand equity transfer Brand management Brand names Consumer behaviour Product...

... consumers' uncertainty and increasing their aspiration to purchase high technology products. Contrary to country's image, however, country‐of‐origin's image plays a considerable role in influencing the product image. Research limitations/implications The major role of a country‐of‐origin is to influence...

... providing suggestions of improvement. Brands Perception Consumer behaviour Product image An executive summary for managers and executive readers can be found at the end of this article. Branding of high‐technology products has evolved along with the development of mass production...