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.
CITATION STYLE
Huber, F., Meyer, F., & Stein, K. (2015). Understanding the Fundamental Mechanisms of Origin-Based Brand Value Creation: An Empirical Analysis. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 287–291). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_166
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