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The impact of congruity between brand name and country of production on consumers' product quality judgments

✍ Scribed by Gerald Häubl; Terry Elrod

Book ID
117361658
Publisher
Elsevier Science
Year
1999
Tongue
English
Weight
251 KB
Volume
16
Category
Article
ISSN
0167-8116

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## Abstract Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises i