European Consumers’ Perceptions of Chinese Smartphone Brands: At the Intersection of Nation Brand Image, Country-of-Origin, and Product Brand Image
Purpose: To investigate how the nation brand and country-of-origin of China jointly influence the European consumers’ perceptions towards Chinese smartphone brands. The reputation of Chinese smartphone brands in Europe is shaped by European consumers' concerns about China's national image over their global success and technological advancements. Hence, this study focuses on how these perce
