Modeling transitions in nation brand equity: An empirical assessment of the nation equity power grid
The purpose of this study is to assess longitudinal nation brand performance by modeling transitions in nation brand equity and to develop a method for nation brand performance assessment. This study has two objectives: (1) to empirically test Steenkamp’s nation equity power grid conceptual framewor...
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2022
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| Online Access: | https://bspace.buid.ac.ae/handle/1234/3305 |
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