Building Pakistan's country of origin image through the corporate image: Exploring optimal corporate brands for the image transfer
Research Article
Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image. This research aims to explore optimal corporate brands of Pakistan to build their country of origin (CoO) image in light of the consumer-related and company-related factors. Exploratory research approach has been deployed to explore potential [...]