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For example, measurement of brand equity across international boundaries is essential if brand managers are “to manage and control brand equity effectively” (Shocker et al., 1994, p. 156).
There is prolific research in both the areas of country of origin effects and brand equity. However, brand equity remains a complex phenomenon in the international context (Onkvisit and Shaw, 1989). Brand equity has been conceptualized as a multidimensional construct (e.g. Aaker, 1991), and the impact of country of origin on some of its components (e.g. perceived quality) has been widely researched in the marketing literature (see Chao, 1998)...
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