Research / Research News / 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.
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About Dr Abdelmounaim Lahrech
Block 11, 1st and 2nd floor, Dubai International Academic City PO Box 345015, Dubai, UAE
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