6533b7d0fe1ef96bd125ac8f

RESEARCH PRODUCT

Understanding the Fundamental Mechanisms of Origin-Based Brand Value Creation: An Empirical Analysis

Katrin SteinFrank HuberFrederik Meyer

subject

Empirical researchProcess (engineering)AdvertisingBusinessBrand equityMarketingMarketing researchBrand loyalty

description

This paper presents the results of an empirical study on the fundamental process of customer-based brand value creation based on brand origin associations. It extends existing knowledge by analyzing multiple paths of effect and incorporating the moderating role of COB-COM-congruency. The results offer valuable implications for marketing research and practice.

yearjournalcountryeditionlanguage
2014-10-08
https://doi.org/10.1007/978-3-319-10873-5_166