6533b7dafe1ef96bd126f540

RESEARCH PRODUCT

The Effect of Perceived Corporate Competencies on Onsumer Based Brand Equity: A Comparison between Domestic and Foreign Markets

Frederik MeyerJulia ZimmermannFrank HuberJohannes Vogel

subject

Product categoryAttitudeEntrepreneurial orientationPerceptionmedia_common.quotation_subjectConsumer researchBusinessBrand equityMarketingmedia_commonForeign market

description

In this paper, the authors develop a model to explain the cross-cultural influence of perceived corporate competencies on attitude formation towards the brand’s product categories and its impact on consumer based brand equity. Results indicate that some competencies have a transnational effect in several product categories, whereas several corporate competencies are identified to influence perception of product categories depending on the market.

yearjournalcountryeditionlanguage
2015-01-01
https://doi.org/10.1007/978-3-319-18696-2_7