Research / Research News / BUiD’s Associate Professor co-publish his research in the Australian Journal of Management
BUiD’s Associate Professor, Dr Abdelmounaim Lahrech, and Dr Katariina Juusola published their research, ‘Modelling transitions in nation brand equity: An empirical assessment of the nation equity power grid’ in the Australian Journal of Management.
The research aims to assess longitudinal nation brand performance by modelling transitions in nation brand equity and to develop a method for nation brand performance assessment.
The research findings benefit country brand managers, enabling them to better determine their country’s positioning and the necessary means to improve brand equity.
For the full research, click here
Block 11, 1st and 2nd floor, Dubai International Academic City PO Box 345015, Dubai, UAE
Tel: +971 4 279 1400
Email: [email protected]
Copyright © 2023 The British University in Dubai. All rights reserved.