Brand India in Korea A case study and review of nation branding research

By:

ANAND, RAHUL

Material type:

Mixed materialsPublication details: 2013Description: 14-25Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: INDIAN JOURNAL OF MARKETINGMSummary: The purpose of the study is to present a literature review on the nation brand concept and to examine Brand India- its image, associations and the effect of age and education on brand salience of Korean consumers. 100 respondents were interviwed about their association with India, Indian firms and 'Made in India' products they wished to buy.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/9	Available		P15114

The purpose of the study is to present a literature review on the nation brand concept and to examine Brand India- its image, associations and the effect of age and education on brand salience of Korean consumers. 100 respondents were interviwed about their association with India, Indian firms and 'Made in India' products they wished to buy.

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