An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues
This research examines simultaneously external and internal cues to investigate the impact of two dimensions of country-of-origin (manufacturing country and branding country) on product evaluations. Using an experimental design, multiple products and multiple countries are studied. The power of the analysis exceeds 95%. Effect sizes are also computed to provide the relative importance of various relevant variables. Overall, the findings indicate that it is beneficial for a seller to strategically focus on intrinsic quality, choose a developed country as the branding country, while deriving cost reductions by shifting manufacturing facilities to developing countries.
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Volume (Year): 13 (2004)
Issue (Month): 1 (February)
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- Johny K Johansson & Israel D Nebenzahl, 1986. "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Palgrave Macmillan, vol. 17(3), pages 101-126, September.
- C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan, vol. 19(2), pages 235-255, June.
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