Country equity-retesting and improving the model of country equity: Comparing Japan and South Korea equity in electronics

摘要

The purpose of this paper is to retest the country brand equity model and extends it to six dimensional model. Through an analytical review, research hypotheses were built. An empirical investigation was carried out among Iranian consumers. Four brands of electronics from Japan (Sony, Panasonic) and South Korea (LG, Samsung) were investigated. Results showed that awareness, macro image, micro image, perceived quality, loyalty, and feeling of social approval as six dimensions have effect on country brand equity, and country brand equity differs across countries of productions.