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Title: Country image and brand effects in Singapore context.
Authors: Ng, Wee Han.
Tan, Li Yue.
Yu, Guo.
Keywords: DRNTU::Business::Advertising::Product
Issue Date: 2006
Abstract: Most of the recent works that had been done were on the studies in the coutnry of origin and brand name as well as the formation of perceptions regarding perceived brand origin. Based on this review, this paper comes up with six hypotheses concerning such perceptions. However, the effect of country of manufacture of the key component is also being examined. Using a real brand and a fictitious brand in one experiments, finds support for several of our hypotheses relating to the effects of country of component source, country of manufacture, and brand name.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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