Brand Positioning Based on Brand Image–Country Image Fit

This paper introduces the concept of brand image–country image (BICI) fit and demonstrates that it is positively associated with consumers’ brand evaluations.

• 저널Marketing Science · 38(3) · 516–538
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1287/mksc.2019.1151
• 저자Kristina Klein, Franziska Völckner, Hernán A. Bruno, Henrik Sattler, Pascal Bruno