Countering Negative Country-of-origin Effect: The Role of Evaluation Mode
博士 === 國立交通大學 === 管理科學系所 === 97 === 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 negative country-of-origin (COO) effect. This study aims to examine whether brand...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
2009
|
Online Access: | http://ndltd.ncl.edu.tw/handle/53777113439345063959 |
id |
ndltd-TW-097NCTU5457017 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-097NCTU54570172015-10-13T14:53:16Z http://ndltd.ncl.edu.tw/handle/53777113439345063959 Countering Negative Country-of-origin Effect: The Role of Evaluation Mode 評估模式對負面來源國效應之調節效果 Chen, Chia-Yi 陳佳誼 博士 國立交通大學 管理科學系所 97 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 negative country-of-origin (COO) effect. This study aims to examine whether brand image and evaluation mode could alleviate negative COO effect. A 2(COO)×2(brand)×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. 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 this study are not in favour of the notion that a strong brand image could overcome negative effect of COO. Conclusions of this study suggest that 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 consumers’ unfavourable attitudes towards the manufacturing country is not likely to be completely eliminated. Moreover, to alleviate 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. Accordingly, when marketing a product made in an unfavourable country, marketers should manage to create a selling environment facilitating 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. Chu, Po-Young 朱博湧 2009 學位論文 ; thesis 60 en_US |
collection |
NDLTD |
language |
en_US |
format |
Others
|
sources |
NDLTD |
description |
博士 === 國立交通大學 === 管理科學系所 === 97 === 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 negative country-of-origin (COO) effect. This study aims to examine whether brand image and evaluation mode could alleviate negative COO effect. A 2(COO)×2(brand)×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. 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 this study are not in favour of the notion that a strong brand image could overcome negative effect of COO. Conclusions of this study suggest that 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 consumers’ unfavourable attitudes towards the manufacturing country is not likely to be completely eliminated. Moreover, to alleviate 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. Accordingly, when marketing a product made in an unfavourable country, marketers should manage to create a selling environment facilitating 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.
|
author2 |
Chu, Po-Young |
author_facet |
Chu, Po-Young Chen, Chia-Yi 陳佳誼 |
author |
Chen, Chia-Yi 陳佳誼 |
spellingShingle |
Chen, Chia-Yi 陳佳誼 Countering Negative Country-of-origin Effect: The Role of Evaluation Mode |
author_sort |
Chen, Chia-Yi |
title |
Countering Negative Country-of-origin Effect: The Role of Evaluation Mode |
title_short |
Countering Negative Country-of-origin Effect: The Role of Evaluation Mode |
title_full |
Countering Negative Country-of-origin Effect: The Role of Evaluation Mode |
title_fullStr |
Countering Negative Country-of-origin Effect: The Role of Evaluation Mode |
title_full_unstemmed |
Countering Negative Country-of-origin Effect: The Role of Evaluation Mode |
title_sort |
countering negative country-of-origin effect: the role of evaluation mode |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/53777113439345063959 |
work_keys_str_mv |
AT chenchiayi counteringnegativecountryoforigineffecttheroleofevaluationmode AT chénjiāyì counteringnegativecountryoforigineffecttheroleofevaluationmode AT chenchiayi pínggūmóshìduìfùmiànláiyuánguóxiàoyīngzhīdiàojiéxiàoguǒ AT chénjiāyì pínggūmóshìduìfùmiànláiyuánguóxiàoyīngzhīdiàojiéxiàoguǒ |
_version_ |
1717760702752489472 |