How does a Brand Reputation-Driven Construct Impact on Country Brand Equity? A Cross-National Study of Brazil and China

Country Brand Equity (CBE) is a core topic in international business; however, it is scarcely discussed in publications. Due to their global market importance as developing nations, Brazil and China were evaluated by U.S. consumers. The purpose of our model was to measure CBE by adding a new construct – Country Brand Reputation (CBRep) – to the classic models of brand equity at a country level [Country Brand Awareness, Country Brand Perceived...