An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues
An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues
复制标题
使用内在和外在线索对原产国（制造国和品牌国）两个维度进行实验研究
DOI：
10.1016/j.ibusrev.2003.05.004
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发表时间：
2004
影响因子：
8.7
通讯作者：
K. Sikand
中科院分区：
文献类型：
--
作者：
N. Srinivasan;S. Jain;K. Sikand
本研究同时检视外部与内部线索，探讨原产国（制造国与品牌国）两个维度对产品评价的影响。使用实验设计，多个产品和多个国家进行了研究。分析的功效超过95%。还计算了效应量，以提供各种相关变量的相对重要性。总的来说，研究结果表明，这是有益的卖方战略重点内在质量，选择一个发达国家作为品牌的国家，同时获得通过转移到发展中国家的制造设施，降低成本。
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.