Multidimensional structures of brand and country images, and their effects on product evaluation

Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.

Multidimensional structures of brand and country images, and their effects on product evaluation

Yamen Koubaa

Brest Business School

Rym Methamem Boudali

University of Tunis

Fatitha Fort

SupAgro

The marketing literature abounds with research evidence in supp

DOI: 10.2501/IJMR-2015-007

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