Brand Positioning Based on Brand Image–Country Image Fit
- Kristina Klein,
Kristina Klein
markstones Institute of Marketing, Branding and Technology, University of Bremen, 28359 Bremen, Germany;
- Franziska Völckner ,
Corresponding Author
Franziska Völckner
http://orcid.org/0000-0003-4835-6199
Department of Marketing and Brand Management, University of Cologne, 50923 Cologne, Germany;
- Hernán A. Bruno ,
Hernán A. Bruno
http://orcid.org/0000-0003-3677-5492
Department of Digital Transformation and Value Creation, University of Cologne, 50931 Cologne, Germany;
- Henrik Sattler,
Henrik Sattler
Department of Marketing and Branding, University of Hamburg, 20148 Hamburg, Germany
- Pascal Bruno
Pascal Bruno
Department of Marketing and Brand Management, University of Cologne, 50923 Cologne, Germany;
Kristina Klein
markstones Institute of Marketing, Branding and Technology, University of Bremen, 28359 Bremen, Germany;
Corresponding Author
Franziska Völckner
http://orcid.org/0000-0003-4835-6199
Department of Marketing and Brand Management, University of Cologne, 50923 Cologne, Germany;
Hernán A. Bruno
http://orcid.org/0000-0003-3677-5492
Department of Digital Transformation and Value Creation, University of Cologne, 50931 Cologne, Germany;
Henrik Sattler
Department of Marketing and Branding, University of Hamburg, 20148 Hamburg, Germany
Pascal Bruno
Department of Marketing and Brand Management, University of Cologne, 50923 Cologne, Germany;
Supplemental Material
The replication files for this article are available HERE.
