Toward more rigorous country brand assessments: the modified country brand strength index
Purpose– This study focuses on country branding indices. The main purpose of this study is to build an objective country brand strength index using secondary data. The new index, the Modified Country Brand Strength Index (MCBSI), builds on Fetscherin’s (2010) Country Brand Strength Index (CBSI) but...
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2020
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| Online Access: | https://bspace.buid.ac.ae/handle/1234/3727 |
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