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| Author: | Chu, P-Y. (et al.) |
| Title: | Countering negative country-of-origin effects: the role of evaluation mode |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1055-1076 |
| Index terms: | brands multinational companies competitive advantage Taiwan |
| Language: | eng |
| Abstract: | Multinational companies may encounter negative country-of-origin effects and therefore a strategy is needed to reduce the possible damages. This article seeks to find out if these effects could be mitigated through brand image and evaluation mode. A study of equal familiarity level computer brands is conducted, including both strong and weak brands. The findings reveal that products from a favorable country of origin were evaluated higher in joint evaluation mode, whereas products from unfavorable country of origin were evaluated higher in separate evaluation mode. This indicates that the negative country of origin effect may not be overcome even by a strong brand image. |
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