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Building brand equity for unfamiliar Asian brands' entry into global markets

Creator:

Song, Sarah Sungsook

Abstract:

The purpose of this study is to fill a critical gap in brand equity literature by proposing and empirically testing a brand equity process model for unfamiliar Asian brands. Cue utilization theory (Easterbrook, 1959) and impression formation theory (Asch, 1946) were integrated to explain how extrinsic and intrinsic cues shown...

Resource Type:

Dissertation