Do country‐of‐manufacture and country‐of‐design matter to industrial brand equity?

摘要: Purpose – This paper aims to investigate the effects of country‐of‐manufacture (COM) and country‐of‐design (COD) on industrial brand equity.Design/methodology/approach A conceptual framework assess how international buyers evaluate equity when confronted with a single cue multiple cues is proposed. Data for testing hypotheses are collected through fax, e‐mail, online surveys managers from 102 Taiwanese fasteners. quantitative study undertaken 64 respondents using PLS analysis.Findings The main finding that single‐cue produces more statistically significant COM COD than does multiple‐cue framework. current results confirm previous findings country‐of‐origin based studies produce conflicting inconclusive results.Research limitations/implications These underscore impacts indust...