Koubaa, Yamen; Boudali, Rim Methamem; Fort, Fatiha - Département Sciences Sociales, Agriculture et … - 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing-mix. Country and brand images are some of the cues proven to be of significant impact on consumer behavior. This paper studies country and brand image multi-dimensional structures across...