Purpose–The purpose of this paper is to explore the impact of country of origin image on
brand equity of branded generic drugs. Design/methodology/approach–Brand equity of …

In this competitive environment, the path to create and develop new products is a series of
difficult trials. Considering the potential cascading effect that new product development …

Background: Brand equity is considered to be one of the most important organizational
resources. The history of academic research on brand equity traces back to late 1980s. Until …

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Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 CHAPTER I GENERALITIES TO THE STUDY …

Purpose: Investigating how country-of-origin image (CoOI) influences consumer brand
evaluations (CBE) has been a subject of scientific inquiry in the international marketing …

Premium athletic footwear products provided by global apparel brands instead of cheap and
generic products due to recent trends such as athleisure is becoming trend in Indonesia in …

The innovation of society entails consumers' demand. It is not only product quality but also
brand image. In particular, it requires the organization to be active in their marketing updates …