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URN etd-0706105-215915 Statistics This thesis had been viewed 2949 times. Download 2142 times. Author Ya-ping Tien Author's Email Address No Public. Department Management Business Administration Year 2004 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 84 Title THE EFFECT OF THE COUNTRY OF BRAND AND COUNTRY OF MANUFACTURE ON CONSUMERS’ PRODUCT EVALUATIONS: THE MODERATERING
ROLE OF PRICE DISCOUNT
Keyword product evaluation country of brand country of manufacure price discount price discount country of manufacure country of brand product evaluation Abstract The more international markets become, the greater the salience of Country-of-Origin effects on consumers’ products evaluation. Moreover, under the increasing global rationalization circumstance, it’s very common that a product has different country of brand and country of manufacture. Furthermore, when consumers value a product with very high price discount, they may enjoy the benefit as well as suspect the quality of the product. Thus, price discount may moderate the effect of Country-of-Origin on consumers’ products evaluation.
In this study, we used a 2*2*2 experiment design to examine the effect of country of brand and country of manufacture on consumers’ products evaluation. We also examine the moderating effect of price discount.
The results suggest that both country of brand and country of manufacture have significant influence on consumers’ product evaluation. The moderating effect of price discount was not significant in this study.
Advisor Committee Ming-Chuan Pan - advisor
Ai-Hua Chang - co-chair
Pi-Chuan Sun - co-chair
Files Date of Defense 2005-06-08 Date of Submission 2005-07-06