BUiD’s Associate Professor co-publish his research in the Journal of Product and Brand Management

BUiD’s Associate Professor, Dr Abdelmounaim Lahrech along with researchers from other institutions, Hazem Aldabbas and Katariina Juusola published their research in the Journal of Product and Brand Management.

In their research titled, Determining the predictive importance of the core dimensions of nation brands, aimed to examine the core dimensions of nation brands – culture, tourism, exports, foreign direct investment, migration and governance – from the company-based brand equity perspective in a sample of 48 countries clustered into three groups (strong, moderate and weak nation brands) from 2011 to 2019 to identify the most critical predictors of nation brand strength in each cluster.

For full Research: Click Here

About Dr Abdelmounaim Lahrech

The British University in Dubai

Block 11, 1st and 2nd floor, Dubai International Academic City PO Box 345015, Dubai, UAE

Tel: +971 4 279 1400

Whatsapp: +971507012843

Email: [email protected]