文章基本信息

标题：Moderating Effect of Brand Awareness on Country of Origin and Brand Equity: A Case of DG-Khan & Rajan Pur Districts
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作者：Aniha Tehreem ; Sajid Iqbal Nadeem Iqbal
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：14
页码：132-134
语种：English
出版社：International Institute for Science, Technology Education
摘要：The current study aims to investigate the relationship between country of origin and brand equity by incorporating moderating factor as brand awareness. The data is collected from consumers markets by using questionnaire. Thus, the study revealed significant relationship among country of origin and brand equity. Thus, brand awareness as moderator is also found significant between country of origin and brand equity.
关键词：Brand Awareness; Brand Equity; Country of Origin; Questionnaire; Moderated; Significant