完整後設資料紀錄
DC 欄位語言
dc.contributor.authorChu, Po-Youngen_US
dc.contributor.authorChang, Chia-Chien_US
dc.contributor.authorChen, Chia-Yien_US
dc.contributor.authorWang, Tzu-Yunen_US
dc.date.accessioned2014-12-08T15:19:56Z-
dc.date.available2014-12-08T15:19:56Z-
dc.date.issued2010en_US
dc.identifier.issn0309-0566en_US
dc.identifier.urihttp://hdl.handle.net/11536/14125-
dc.identifier.urihttp://dx.doi.org/10.1108/03090561011047526en_US
dc.description.abstractPurpose - As multinational firms seek to acquire competitive cost advantages through global sourcing, it is also important for them to develop effective strategies to reduce possible damage of a negative country-of-origin (COO) effect. This study aims to examine whether brand image and evaluation mode could alleviate a negative COO effect. Design/methodology/approach - A 2(COO) x 2(brand) x 2(evaluation mode) experimental design was employed in order to examine whether brand and COO effects on product evaluation vary under different evaluation modes. The data were analyzed by a repeated measure MANOVA. Findings - The results showed that products made in favourable countries were rated higher in joint evaluation mode than in separate evaluation mode. Conversely, products made in unfavourable countries were better evaluated in separate evaluation mode than in joint evaluation mode. The results of the study are not in favour of the notion that a strong brand image could overcome the negative effect of COO. Research limitations/implications - Conclusions of the study suggest that the COO effect plays an equally important role in consumer product evaluation for both strong and weak brands. Thus, even for a product with strong brand image, the negative consequences of COO stemming from consumer unfavourable attitudes towards the manufacturing country are not likely to be completely eliminated. Moreover, to alleviate the negative impact of unfavourable COO, marketers may want to avoid direct comparison between products made in unfavourable countries with those made in favourable countries, regardless of their brand strength. Practical implications - When marketing a product made in an unfavourable country, marketers should manage to create a selling environment facilitating a separate evaluation mode. In contrast, marketers should proactively manage to display products from favourable countries along with those from unfavourable countries in order to further enhance quality perceptions. Originality/value - The results of the study could help marketers employ advantageous merchandizing or advertising strategies to lessen the negative effect of COO.en_US
dc.language.isoen_USen_US
dc.subjectCountry of originen_US
dc.subjectBrand imageen_US
dc.subjectCompetitive advantageen_US
dc.titleCountering negative country-of-origin effects The role of evaluation modeen_US
dc.typeArticleen_US
dc.identifier.doi10.1108/03090561011047526en_US
dc.identifier.journalEUROPEAN JOURNAL OF MARKETINGen_US
dc.citation.volume44en_US
dc.citation.issue7-8en_US
dc.citation.spage1055en_US
dc.citation.epage1076en_US
dc.contributor.department管理科學系zh_TW
dc.contributor.departmentDepartment of Management Scienceen_US
dc.identifier.wosnumberWOS:000281305400007-
dc.citation.woscount3-
顯示於類別:期刊論文


文件中的檔案:

  1. 000281305400007.pdf

若為 zip 檔案,請下載檔案解壓縮後,用瀏覽器開啟資料夾中的 index.html 瀏覽全文。