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Country-of-origin effects and antecedents of industrial brand equity

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  • Chen, Yi-Min
  • Su, Yi-Fan
  • Lin, Feng-Jyh
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    Abstract

    Does the country-of-origin effect matter to industrial brand equity in international business-to-business (B2B) markets? The effect of a product's country-of-origin (COO) on both industrial buyers' and consumers' perceptions and evaluations has been one of the most widely studied phenomena in the fields of international business, marketing, and consumer behavior since the 1960s. Although many country-of-origin studies focus on consumer behavior in developed countries and acknowledge that the processes and stages of economic development by which consumers use COO information may differ in developing countries, the fact that there has been little research to investigate the effects of COO could explain the variations in international buyers' evaluations of industrial brand equity in the newly-industrialized economies, such as Taiwan. Taiwanese firms are now formidable global B2B market players by successfully transforming themselves from manufacturing mainly low-value and labor-intensive goods to producing many high value-added products that require advanced technology, equipment and significant business expertise. With the adoption of advanced technology and equipment, an important question is whether unique and innovative fastener products from Taiwan have generated the country-of-origin effects in international B2B buyers' minds. The main finding is that the country-of-origin of fasteners has not yet become an important antecedent of industrial brand equity in the case of the fastener industry in Taiwan.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 11 ()
    Pages: 1234-1238

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:11:p:1234-1238

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Country-of-origin; Industrial brand equity; International B2B markets; International marketing strategy;

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    References

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    1. Chung Koo kim & Jay Young Chung, 1997. "Brand Popularity, Country Image and Market Share: An Empirical Study," Journal of International Business Studies, Palgrave Macmillan, vol. 28(2), pages 361-386, June.
    2. Huarng, Kun-Huang, 2010. "Essential research in technology management," Journal of Business Research, Elsevier, vol. 63(5), pages 451-453, May.
    3. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan, vol. 23(3), pages 477-497, September.
    4. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan, vol. 38(5), pages 726-745, September.
    5. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    6. Chen, Yi-Min, 2010. "The continuing debate on firm performance: A multilevel approach to the IT sectors of Taiwan and South Korea," Journal of Business Research, Elsevier, vol. 63(5), pages 471-478, May.
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    Cited by:
    1. Chen, Shieh-Liang & Liang, Hao-An, 2014. "Cause mapping of simple and complex marketing strategies," Journal of Business Research, Elsevier, vol. 67(1), pages 2867-2876.

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