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Correlations between the country of origin (COO), marketing mix elements and the brand value

  • T. VUKASOVIČ (a1)


The main aim of this paper is to create an original model of correlations between the country of origin (COO), marketing mix elements and the brand name value from an external point of view of perception of the Croatian consumers. Based on the quantitative research we note the relationship between the origin of the poultry product, marketing mix elements, and the brand name value. Emphasis is placed on establishing how the origin of the product and marketing mix elements impact on the brand name value. It has been found that the origin of the product has at least such a statistically significant influence on the brand name value as the marketing mix elements. This article presents the model of conceptual relationships between the origin of the poultry product, marketing mix elements and brand name value, which was tested with a structural model of written relationships. Furthermore it presents a measuring instrument and procedures for checking the reliability and validity of the structural model of brand name value of product.


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