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The study analyses the effects of consumers’ country-of-origin image perception (COOI) and ethnocentrism on brand equity for the bachalau brand Dybvik. A survey of 333 respondents is analysed by using PLS-SEM in order to answer the following research question: Does COOI and ethnocentrism positively influence the home market brand equity for the brand Dybvik? Both variables positively effects the perceived brand equity, but in different degree on the various underlying dimensions of

Kapittel 17: Does country-of-origin image and ethnocentrism positively influencethe home market brand equity for the brand Dybvik?