دانلود مقاله ISI انگلیسی شماره 50761
عنوان فارسی مقاله

اثرات مناطق کشور و سوابق ارزش ویژه برند صنعتی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
50761 2011 5 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Country-of-origin effects and antecedents of industrial brand equity ☆
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Business Research, Volume 64, Issue 11, November 2011, Pages 1234–1238

کلمات کلیدی
مناطق کشور - ارزش ویژه برند صنعتی - بازارهای بین المللی B2B - استراتژی بازاریابی بین المللی
پیش نمایش مقاله
پیش نمایش مقاله اثرات مناطق کشور  و سوابق ارزش ویژه برند صنعتی

چکیده انگلیسی

Does the country-of-origin effect matter to industrial brand equity in international business-to-business (B2B) markets? The effect of a product's country-of-origin (COO) on both industrial buyers' and consumers' perceptions and evaluations has been one of the most widely studied phenomena in the fields of international business, marketing, and consumer behavior since the 1960s. Although many country-of-origin studies focus on consumer behavior in developed countries and acknowledge that the processes and stages of economic development by which consumers use COO information may differ in developing countries, the fact that there has been little research to investigate the effects of COO could explain the variations in international buyers' evaluations of industrial brand equity in the newly-industrialized economies, such as Taiwan. Taiwanese firms are now formidable global B2B market players by successfully transforming themselves from manufacturing mainly low-value and labor-intensive goods to producing many high value-added products that require advanced technology, equipment and significant business expertise. With the adoption of advanced technology and equipment, an important question is whether unique and innovative fastener products from Taiwan have generated the country-of-origin effects in international B2B buyers' minds. The main finding is that the country-of-origin of fasteners has not yet become an important antecedent of industrial brand equity in the case of the fastener industry in Taiwan.

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