- INTERNATIONAL MARKETING REVIEW Journal
- December 2011
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International Standard Serial Number (ISSN)
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- The purpose of this paper is to propose a framework integrating the types and levels of the determinants of brand country of origin (CO) recognition and to provide evidence on internet users' brand CO recognition rates, using a sample of multi-regional and global brands from a variety of product categories and countries.
- brand awareness; country of origin; brand co recognition; cross-classified hierarchical model; international marketing