The Moderating Effect of Country Culture to Relationship between the Country of Origin Effect on Brand Equity
Date Issued
2008
Date
2008
Author(s)
Chen, Chi-Fanf
Abstract
This study mainly examined the effects of COD(country of design)and COM(country of manufacture) on consumers’ brand equity(BE) under the steategies of multinational production and international marketing.here is profic research in both the areas of country of origin and brand equity(BE) However, most of the past research focus on finding the evaluation difference for different COO or the BE difference for different marketing activities, few empirical research to date has evaluated how COO may affect BE and the moderating effect of country culture on relationship between COO effect on BE.his study uses simply random sampling method. The samples consist of local and foreign students in NTU and NCKU and use the mobile phone as stimuli；Finland and Taiwan are chosen to be COD； Taiwan and China are COM. Then, we examine the influence of COD (Finland/ Taiwan) 、COM (Taiwan/ China)、Individualism and Uncertainy Avoidance on BE. The findings ofthis study are summarized as follows:. BE of a brand varies significantly according to the COD of the brand. . BE of a brand varies significantly according to the COM of the brand.. COO effect on BE is stronger in countries which are Uncertainy Avoidance . COO effect on BE is weaker in countries which are high Individualism
Subjects
Country of Origin
Brand Equity
National Culture
Type
thesis
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ntu-97-R95724062-1.pdf
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