本研究提出一個四構面的調節因子模型：在產地國與產品判斷間的因果關係中，由消費者開放程度與產品知識做為兩個調節因子。鑒於IBM與聯想電腦在2004年的品牌聯盟，以台灣消費者的態度實地測試本模型。本研究建構與驗證一個特製的研究量表，CGTOPS，用來測試消費者在科技國際化中的開放程度。產品知識的衡量，是利用具有一個11個問項的研究量表。在實地調查中，本研究以一個複因子實驗設計，來測試360個實驗參與者對情境資訊的反應態度，並以多元調節回歸(MMR)與一般線性方法來分析互動影響。本研究實地調查了外包業者如何藉由典範移轉來建構自有品牌組合策略。

研究發現已證實了所提出的調節因子模型。當消費者具備較高的產品知識時，在根據特定產地國來做產品判斷下，傾向於較不容易被開放程度所調節。相反的，當消費者的產品知識程度較低時，產地國傾向於在產品評斷中扮演一個較為顯著的角色。

藉由本研究所釐清的調節效果，行銷者較能預測消費所衡量之品牌聯合與企業績效間的因果關係。鑒於科技產品的製造生產中，多樣化的外包生產乃是策略上所必須，各市場區隔下消費者之產品知識有顯著的不同。在科技國際化之下，本研究建議，消費者開放程度與產品知識可以妥善利用，一個強勢的品牌組合確實能被夠設計與管理。

This study proposed a moderating model consisting of four constructs: a causal relationship between country of origin and product judgments with consumers’ openness and product knowledge served as moderators. Drawing from the notation of the brand alliance of IBM and Lenovo in 2004, the model was tested on the evaluation of Taiwan consumers’ attitudes. A tailored instrument, the CGTOPS, is formulated and validated to measure the consumers’ openness in the globalization of technology. The product knowledge is measured with an 11-item instrument. In the field survey, a factorial design of experiment is used to measure participants’ (N = 360) judgmental changes in response to the contingent information. Moderated multiple regression (MMR) and general linear methods are employed to analyze the interaction effects. This study serves as an attempt to empirically investigate how the outsourcing partners could pursue build own brand portfolio strategy by paradigm shifts.

The findings support the proposed moderator framework. Consumers, who are identified with more product knowledge, tend to be less moderated by openness when making product judgments out of a specific country of origin. On the contrast, when the levels of consumers’ openness and product knowledge are lower, country of origin tends to play a more significantly role in the product evaluation.

With the clarification of moderating effects proposed in this study, marketers may better predict the casual relationship between the corporate performance and consumers’ evaluation of brand alliance. As the diversified outsourcing of manufacturing sectors for technology products is strategically needed and the consumers’ knowledge on products is significantly different across segmental marketplaces, it is suggested that a strong brand portfolio can be designed and managed to exploit the consumers’ openness and product knowledge in the globalization of technology.

Aaker, D. A. (l991). Managing brand equity. New York: Free Press.
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Aaker, D. A. (2000). Global brand leadership - not global brands. In Brand leadership: The next level of the brand revolution (pp.303-329). New York: Free Press.
Aaker, D. A. (2004). Brand portfolio strategy : Creating relevance, differentiation, energy, leverage, and clarity. New York: Free Press.
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-42.
Aaker, J., & Mahewswaran, D. (1997). The effects of cultural orientation on persuasion. Journal of Consumer Research, 24(3), 315-328.
Acharya, C., & Elliott, G. (2001). An examination of the effects of ‘Country-of-Design’ and ‘Country-of Assembly’ on quality perceptions and purchase intentions. Australasian Marketing Journal, 9(1), 61-75.
Aguinis, H. (1995). Statistical power problems with moderated multiple regression in management research. Journal of Management, 21(6), 1141-1158.
Aguinis, H. (2004). Regression Analysis for Categorical Moderators. New York: The Guilford Press.
Aguinis, H., & Stone-Romero, E. F. (1997). Methodological artifacts in moderated multiple regression and their effects on statistical power. Journal of Applied Psychology, 82(1), 192-206.
Aguinis, H., Beaty, J. C., Boik, R. J., & Pierce, C. A. (2005). Effect size and power in assessing moderating effects of categorical variables using multiple regression: A 30-year review. Journal of Applied Psychology, 90, 94-107.
Aguinis, H., Boik, R. J., & Pierce, C. A. (2001). A generalized solution for approximating the power to detect effects of categorical moderator variables using multiple regression. Organizational Research Methods, 4, 291-323.
Agrawal, J., & Kamakara, W.A. (1999). Country of origin: A competitive advantage. International Journal of Research in Marketing, 16, 255-267.
Ahmed, S. A., & d’Astous, A. (1993a). Cross-national evaluation of made-in concept using multiple cues. European Journal of Marketing, 27(7), 35-51.
Ahmed, S. A., & d’Astous, A. (1993b). Evaluation of Country-of-design and Country-of-assemble in a multi-cue/multi-national context. European Advances in Consumer Research, 1, 214-221.
Ahmed, S. A., & d’Astous, A. (1994). Country-of-origin effects on purchasing manager’s product perceptions. Industrial Marketing Management, 23, 323-332.
Ahmed, S. A., & d’Astous, A. (1995). Comparison of country-of-origin effects on household and organizational buyers’ product perceptions. European Journal of Marketing, 29(3), 35-51.
Ahmed, S. A., & d’Astous, A. (1996). Country of origin and brand effects: A multi-dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115.
Ahmed, S. A., & d’Astous, A. (1999a). The importance of country images in the formation of consumer product perceptions. International Marketing Review, 16(2), 10-12.
Ahmed, S. A., & d’Astous, A. (1999b). Product-country images in Canada and in the People’s Republic of China. Journal of International Consumer Marketing, 11(1), 5-22.
Ahmed, S. A., & d’Astous, A. (2001). Canadian consumers’ perceptions of products made in newly industrializing East Asian countries. International Journal of Commerce and Management, 11(1), 54-81.
Ahmed, S. A., & d’Astous, A. (2002). The impact of technological complexity on consumers’ perceptions of products made in highly and newly industrializing countries. International Marketing Review, 19(4), 387-407.
Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Thousand Oaks, CA: Sage.
American Psychological Association. (2001). Publication Manual of the American Psychological Association (5th ed.). Washington, DC: Author.
Askegaard, S., Ger, G. (1998). Product-country images: Towards a contextualized approach [electronic version]. In B. G. Englis & A. Olofsson (Eds.), European Advances in Consumer Research, 3, 50-58.
Al-Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: A literature Review. Marketing Intelligence and Planning, 16(3), 150-199.
Alba, J. W., & Wesley, H. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-454.
Alreck, P. L., & Settle, R. B. (2004). Survey Research Handbook (2nd ed.). Boston: McGraw-Hill/Irwin.
Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism, and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1), 157-175.
Ball, D. A., McCulloch, W. H., Jr., Frantz, P. L., Geringer, J. M., & Minor, M. S. (2004). International Business: The Challenge of Global Competition (9th ed.). Boston: McGraw-Hill.
Bailey, W., & Gutierrez de Pineres, S. A. (1997). Country of origin attitudes in Mexico: The malinchismo effect. Journal of International Consumer Marketing, 9(3), 25-41.
Belk, R. (1996). Hyperreality and globalization: Culture in the age of Ronald McDonald. Journal of International Consumer Marketing, 8(3), 23-32.
Baker, M. J., & Ballington, L. (2002). Country of origin as a source of competitive advantage. Journal of Strategic Marketing, 10(2), 157-168.
Bannister, J. P., & Sauders, J. A. (1978). UK Consumers’ attitude towards imports: The measurement of national stereotype image. European Journal of Marketing, 12(8), 562-570.
Baron, R. M., & Kenny, D. A (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. 51(6), 1173-1182.
Baruch, Y. (1999). Response rate in academic studies－A comparative analysis. Human Relations, 52(4), 421-438.
Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.-B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
Behling, O., & Law, K. S. (2000). Translating questionnaires and other research instruments: Problems and solutions. Sage University Papers Series on Quantitative Applications in the Social Sciences, 07-133. Thousand Oaks, CA: Sage.
Bettman, J. R. (1979). An information processing theory of consumer choice (pp. 77-78, 116-121). Reading, MA: Addison-Wesley.
Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research, 7, 234-248.
Bhaskaran, S. (2005). Marketing venison products: Trademark and country-of-origin influences and effects (RIRDC Publication No. 05/137). Melbourne, Austrila: Rural Industries Research and Development Corporation.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13, 89-99.
Borg, I., & Groenen, P. (2005). Modern multidimensional scaling: Theory and applications. New York: Springer-Verlag.
Brake, T., Walker, D. M., & Walker, T. (1995). Doing business internationally: The guide to cross-cultural success (p. 8). New York: Irwin.
Brislin, R. (1999). Understanding culture's influence on behavior. Orlando, FL: Harcourt Brace Jovanovich.
Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extensions. Journal of Marketing Research, 31(2), 214-229.
Brown, S. (1987). Drop and collect surveys: A neglected research technique? Marketing Intelligence and Planning, 5(1), 19-23.
Buckley, P. J., & Casson. M. (1996). An economic model of international joint venture strategy. Journal of International Business Studies, 27(5), 849-876.
Buckley, P. J., & Casson. M. (1998). Analyzing foreign market entry strategies: Extending the internalization approach. Journal of International Business Studies, 29(3), 539-561.
Buckley, P. J., & Casson. M. (1999). Multinational enterprises in less developed countries: Cultural and economic interactions. In P. J. Buckley & P. N. Ghauri (Eds), The global challenge for multinational enterprises: Managing increasing interdependence. New York: Elsevier.
Cai, Y., Cude, B., & Swagler, R. (2004). Country-of-origin effects on consumers’ willingness to buy foreign products: An experiment in consumer decision making. Consumer Interests Annual, 50, 98-105. Retrived May 1, 2005, from http://consumerinterests.org/files/public/Cai_Country-of-Origin.pdf
Cascio, W. F., & Aguinis, H. (2005). Test development and use: New twists on old questions. Human Resource Management, 44(3), 219-235.
Carpano, C., Chrisman, J. J., & Roth, K. (1994). International strategy and environment: An assessment of the performance relationship. Journal of International Business Studies, 25(3), 639-656.
Carpenter, G. S., & Tybout, A. M. (2000). Creating and managing brands. In D. Iacobucci & P. Kotler (Eds.), Kellogg on marketing (1st ed., pp. 74-102). Hoboken, NJ: John Wiley & Sons.
Caves, R. E., & Pencavel, J. (1996). Multinational enterprise and economic analysis (2nd ed.). Cambridge University Press.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22, 16-27.
Chao, P. (1993). Partitioning country-of-origin effects: Consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2), 291-306.
Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42, 1-6.
Chao, P. (2001). The moderating effects of country of assembly, country of parts, and country of design on hybrid product evaluations. Journal of Advertising, 30(4), 67-81.
Chaplin, W. F. (1991). The next generation in moderation research in personality psychology. Journal of Personality, 59, 143-178.
Chéron, E. & Propeck, J. (1997). The effects of the country of origin on the evaluation of products: A state of the art review and research propositions. Bulletin of the Faculty of Sociology, 28(3), 17-40. Osaka, Japan: Kansai University, Department of Sociology.
Chien, Y.-W., & Hsiao, C.-C. (2001). Dimensional range overlap model for explanation of contextual priming effects. In M. C. Gilly, & J. Meyers-Levy (Eds.), Advances in consumer research: Vol. 28 (p. 136). Valdosta, GA: Association for Consumer Research.
Cobanoglu, C., Warde, B., & Moreo, P. J. (2001). A comparison of mail, fax and web-based survey methods. International Journal of Market Research, 43(4), 441-452.
Cohen, J. (1983). The cost of dichotomization. Applied Psychological Measurement, 7, 249-253.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.
Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2003). Applied multiple regression/correlation analysis for the behavioral sciences (3rd ed., pp. 305-323). Mahwah, NJ: Lawrence Erlbaum Associates.
Contractor, F. J., Kundu, S. K., & Hsu. C.-C. (2003). A three-stage theory of international expansion: The link between multinationality and performance in the service sector. Journal of International Business Studies, 34(1), 5-18.
Cordell, V. J. (1991). Competitive context and price as moderators of country of origin preferences. Journal of the Academy of Marketing Science, 19(2), 123-128.
Cordell, V. J. (1992). Effects of consumer preferences of foreign sources products. Journal of International Business Studies, 23(2), 251-280.
Craig, C. S. & Douglas, S. P. (2005). International marketing research (3rd ed.). Hoboken, NJ: John Wiley & Sons.
Cronbach, L. J. (1987). Statistical tests for moderator variables: Flaws in analysis recently proposed. Psychological Bulletin, 102, 414-417.
Czaja, R., & Blair, J. (2005). Designing surveys: A guide to decisions and procedures (2nd ed.). Thousand Oaks, CA: Pine Forge Press.
d’Astous, A., & Ahmed, S. A. (1999). The importance of country images in the formation of consumer product perceptions. International Marketing Journal, 16(2), 108-125.
Darling, J. R., & Wood, V. R. (1990). A longitudinal study comparing perceptions of U.S. and Japanese consumer products in a third/neutral country: Finland 1975 to 1985. Journal of International Business Studies. 21(3), 427-450.
Dawar, N., & Parker, P. (1994). Marketing universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing, 58, 81-95.
Dichter, E. (1962). The world customer. Harvard Business Review, 40(4), 113-122.
Dillman, D. A. (2006). Mail and internet surveys: The tailored design method — 2007 update with new internet, visual, and mixed-mode guide (2nd ed.). Hoboken, NJ: John Wiley & Sons.
Douglas, B. H., Quelch, J. A., & Taylor, E. (2004). Managing the global brand: A typology of consumer perceptions. In J. A. Quelch & R. Deshpandé (Eds.), The global market: developing a strategy to manage across borders (pp. 180-201). San Francisco: Jossey-Bass.
Druckman, D. (1994). Nationalism, patriotism and group loyalty: A social psychological perspective. Mershon International Studies Review, 38, 43-68.
Dunlap, W. P., & Kemery, E. (1987). Failure to detect moderating effects: Is multicollinearity the problem? Psychological Bulletin, 102, 418-420.
Dunlap, W. P., & Kemery, E. (1988). Effects of predictor intercorrelations and reliabilities on moderated multiple regression. Organizational Behavior and Human Decision Processes, 41, 248-258.
Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4), 73-93.
Elliott, G. R., & Cameron, R. C. (1994). Consumer perceptions of quality and the country-of-origin effect. Journal of International marketing, 2(2), 49-62.
Enright, M. J. (2000). Globalization, regionalization, and the knowledge-based economy in Hong Kong. In J. H. Dunning (Ed.), Regions, globalization, and the knowledge-based economy (pp. 381-406). New York: Oxford University Press.
Enright, M. J. (2003). Regional clusters: What we know and what we should know. In J. Bröcker, D. Dohse, & R. Soltwedel (Eds.). Innovation clusters and interregional competition (1st ed., pp. 99-129). New York: Springer.
Enright, M. J. (2005). Regional management centers in the Asia-Pacific [Special issue]. In A. M. Rugman & A. Verbeke (Eds.), The limits to globalization and the regional strategies of multinational enterprises. Management International Review, 45, Special issue 1, 57-80.
Erickson, G. M., Johansson, J. K., Chao, P., (1984). Image variables in multi-attribute product evaluations: Country-of origin effects. Journal of Consumer Research, 11(2), 694-699
Eroglu, S. A., & Machleit, K. A. (1988). Effects of individual and product specific variables on utilizing country of origin as a product quality cue. International Marketing Review, 6(6). 27-41.
Esses, V. M., Haddock, G., & Zanna, M. P. (1993). Values, stereotypes, and emotions as determinants of intergroup attitudes. In D. M. Mackie & D. L. Hamilton (Eds.), Affect, cognition, and stereotyping: Interactive processes in group perception. San Diego, CA: Academic Press.
Ettenson, R., & Gaeth, G. (l991). Consumer perceptions of hybrid (bi-national) products. Journal of Consumer Marketing, 8, 13-18.
Evans, J. R., & Marthur, A. (2005). The value of online surveys. Internet Research, 15(2), 195-219.
Evans, M.G. (1985). A Monte-Carlo study of the effects of correlated method variance in moderated multiple regression analysis. Organizational Behaviour and Human Decision Processes, 36, 305-323.
Evans, M. G. (1991). On the use of moderated regression. Canadian Psychology, 32, 116-119.
Evans, M. G. (1991). The problem of analyzing multiplicative composites: Interactions revisited. American Psychologist, 46, 6-15.
Fang, T. (2003). A critique of Hofstede’s fifth national culture dimension. International Journal of Cross Cultural Management, 3(3), 347-368.
Forsythe, S., Kim, J. O., & Petee, T. (1999). Product cue usage in two Asian markets: A cross-cultural comparison. Asia Pacific Journal of Management, 16(2), 275-291.
Frazier, P. A., Tix, A. P., & Barron, K. E. (2004). Testing moderator and mediator effects in counseling psychology research. Journal of Counseling Psychology, 51(1), 115-134.
Friedrich, R. (1982). In defense of multiplicative terms of multiple regression equations. American Journal of Political Science, 36, 305-323.
Ganzach Y. (1998). Nonlinearity, multicollinearity and the probability of Type II error in detecting interaction. Journal of Management, 24(5), 615-622(8).
Ger, G., Askegaard, S., & Christensen, A. (1999). Experiential nature of product-place images: Image as a narrative. Advances in Consumer Research, 26(1), 165-170.
Ghemawat, P. (2003). Semiglobalization and international business strategy. Journal of International Business Studies, 34(2), 138-152.
Goldsmith, R. E. (1989). Reducing spurious response in a field survey. Journal of Social Psychology, 129(2), 201-212.
Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: New developments with implications for research and practice. Journal of Marketing, 54, 3-19.
Grewal, D., & Lindsey-Mullikin, J. (2006). The moderating role of the price frame on the effects of price range and the number of competitors on consumers' search intentions. Journal of the Academy of Marketing Science, 34, 55-62.
Gürhan-Canli, Z., & Maheswaran, D. (2000a). Cultural variations in country of origin effects. Journal of Marketing Research, 37(3), 309-317.
Gürhan-Canli, Z., & Maheswaran, D. (2000b). Determinants of country-of-origin evaluations. Journal of Consumer Research, 27(1), 96-108.
Hadjimarkou, J., Miller, D. W., & Miciak, A. (1996). The impact of consumer ethnocentrism on consumer evaluations of bi-national products. Developments in Marketing Science, 19, 129-135.
Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2005). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Han, C. M. (1988). The role of consumer patriotism in the choice of domestic versus foreign products. Journal of Advertising Research, 28, 25-32.
Han, C. M. (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26, 222-229.
Han, C. M. (1990). Testing the role of country image in consumer choice behavior. European Journal of Marketing, 24(6), 24-40.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
Harrell, F. E., Jr. (2006). Regression Modeling Strategies. Cambridge, MA: Springer.
Hennart, J.-F. M. A. (2004). The transaction costs theory of joint ventures: An empirical study of Japanese subsidiaries in the United States. In J. J. Reuer (Ed.), Strategic Alliances: Theory and Evidence (pp. 95-115). New York: Oxford University Press.
Hennart, J.-F. M. A., & Reddy, S. (2004). The choice between mergers/acquisitions and joint ventures: The case of Japanese investors in the United States. In J. J. Reuer (Ed.), Strategic Alliances: Theory and evidence (pp. 136-153). New York: Oxford University Press.
Heslop, L. A., Liefeld, J., Wall, M. (1987). An experimental study of the impact of country-of-origin information. In Turner, R. (Ed.), Marketing. Proceedings of the Administrative Science Association of Canada Annual Conference (pp. 179-185). Toronto: Administrative Sciences Association of Canada.
Heslop, L. A., Papadopoulos, N., & Bourke, M. (1998). An interrogation and intercultural perspective on subculture differences in product evaluation. Canadian Journal of Administrative Sciences, 15(2), 113-127.
Heslop, L. A., Papadopoulos, N., Dowdles, M., Wall, M., & Compeau, D. (2004). Who controls the purse strings: A study of consumers’ and retail buyers’ reactions in an America’s FTA environment. Journal of Business Research, 57(10), 1177-1188.
Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science, 20, 261-64.
Hofstede, G. (2003). Long- versus short-term orientation. In Culture's consequences: Comparing values, behaviors, institutions and organizations across nations (2nd ed., pp. 351-370). Thousand Oaks, CA: Sage Publications.
Hofstede, G., & Hofstede, G. J. (2004), Yesterday, now, or later? In Cultures and organizations: Software of the minds (2nd ed., pp. 207-237). New York: McGraw-Hill.
Hogan, S., & Hodge, K (2005). Branding and M&As: The risks in “getting the deal done.” Retrived June 1, 2005, from Lippincott Mercer Web site: http://www.lippincott-argulies.com/publications/a_hogan02.shtml
Holt, D. B. (2004). How brands become icons: The principles of cultural branding (pp. 202-230). Boston: Harvard Business School Press.
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). Managing the global brand: A typology of consumer perceptions. In J. A. Quelch & R. Deshpandé (Eds.), The global market: developing a strategy to manage across borders (pp. 180-201). San Francisco: Jossey-Bass.
Hong, S.-T., & Wyer, R. S. Jr.. (1989). Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective. Journal of Consumer Research, 16, 175-187.
Hong, S.-T., & Wyer, R. S., Jr. (1990). Determinants of product evaluation: Effects of the time interval between knowledge of a product’s country of origin and information about its specific attributes. Journal of Consumer Research, 17, 277-288.
Hooley, G., Shipley, D. and Krieger, N. (1988). A method for modeling consumer perceptions of country of origin. International Marketing Review, 5(3), 67-76.
Hsiao, C.-C., & Chien, Y.-W. (2004). On the biasing judgment of innovation: Context effect of existent brand. Taiwan Academy of Management Journal, 4(2), 339-356.
Hunt, S. D. (2002). Foundations of marketing theory: Toward a general theory of marketing. Armonk, NY: M. E. Sharpe.
Hunt, S. D. (2003). Controversy in marketing theory: For reason, realism, truth, and objectivity. Armonk, NY: M. E. Sharpe.
Hunter, J. E., & Schmidt, F. L. (2004). Methods of meta-analysis: Correcting error and bias in research findings (2nd ed.). Thousand Oaks, CA: Sage.
Iyer, G. R., & Kalita, J. K. (1997). The impact of country-of-origin and country-of-manufacture clues on consumer perceptions of quality and value. Journal of Global Marketing, 11(1), 7-28.
Jaccard, J. (1998). Interaction effects in Factorial Analysis of Variance. Sage University Papers Series on Quantitative Applications in the Social Sciences, series no, 07-118. Thousand Oaks, CA: Sage.
Jaccard, J. (2001). Interaction effects in Logistic regression. Sage University Papers Series on Quantitative Applications in the Social Sciences, series no, 07-135. Thousand Oaks, CA: Sage.
Jaccard, J., & Turrisi, R. (2003). Interaction effects in multiple regression (2nd ed.). Sage University Papers Series on Quantitative Applications in the Social Sciences, series no, 07-072. Thousand Oaks, CA: Sage.
Jaccard, J., & Wan, C. K (1995). Measurement error in the analysis of interaction effects between continuous predictors using multiple regression: Multiple indicator and structural equation approaches. Psychological Bulletin, 117(2), 348-357
Jaccard, J., & Wan, C. K. (1996). Lisrel Approaches to Interaction Effects in Multiple Regression. Sage University Papers Series on Quantitative Applications in the Social Sciences, series no, 07-114. Thousand Oaks, CA: Sage.
Jaccard, J., Wan, C. K., & Turrisi, R. (1990). The detection and interpretation of interaction effects between continuous variables in multiple regression. Multivariate Behavioral Research, 25(4), 467-478.
Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579.
Jaffe, E. D., & Martinez, C. R. (1995). Mexican consumer attitudes towards domestic and foreign made products. Journal of International Consumer Marketing, 7(3), 7-27.
Jaffe, E. D., & Nebenzahl, I. D. (2001). National image and competitive advantage: The theory and practice of country-of-origin. Denmark: Copenhagen Business School Press.
Janda, S., & Rao, C. P. (1997). The effect of country-of-origin related stereotypes and personal beliefs on product evaluation. Psychology and Marketing, 14(7), 689-702.
Jenkins, C. R., & Dillman, D. A. (1997). Towards a theory of self-administered questionnaire design. In L. E. Lyberg, P. Biemer, M. Collins, E. de Leeuw, C. Dippo, N. Schwarz, & D. Trewin (Eds.), Survey Measurement and Process Quality (pp. 165-196). New York: John Wiley & Sons.
Johanson, J. & Vahlne, J.-E. (1977). The internationalization process of the firm: A model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8(1), 23-32.
Johanson, J., & Vahlne, J.-E. (1990). The mechanism of internationalization. International Marketing Review, 7(4), 11-24.
Johansson, J. K. (1989). Determinants and effects of the use of “Made in” labels. International Marketing Review, 6(1), 47-58.
Johannson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: A new methodological perspective. Journal of Marketing Research, 22, 388-396.
Judd, C. M., McClelland, G. H., & Culhane, S. E. (1995). Data analysis: Continuing issues in the everyday analysis of psychological data. Annual Review of Psychology, 46, 433-465.
Judd, C. M., Kenny, D. A., & McClelland, G. H. (2001). Estimating and testing mediation and moderation in within-subject designs. Psychological Methods, 6(2), 115-134.
Kaynak, E., & Cavusgil, S. T. (1983). Consumer attitudes towards products of foreign origin: Do they vary across product classes? International Journal of Advertising, 2, 147-157.
Kaynak, E., & Kucukemiroglu, O. (2001). Country-of-origin evaluations: Hong Kong consumers’ perception of foreign products after the Chinese takeover of 1997. International Journal of Advertising, 20, 117-138.
Keillor, B. D., D’Amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology & Marketing, 18(1), 1-19.
Klein, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 33(2), 345-363.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62(1), 89-100.
Kleppe, I. A., Iversen, N. M., & Stensaker, I. G. (2002). Country images in marketing strategies: Conceptual issues and an empirical Asian illustration. Journal of Brand Marketing, 10(1), 61-74.
Kogut, B., & Zander, U. (1993). Knowledge of the firm and the evolutionary theory of the multinational corporation. Journal of International Business Studies, 24(4), 625-645.
Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing places: Attracting investment, industry, and tourism to cities, states, and nations (pp. 139-161). New York: The Free Press.
Kromrey, J. D., & Foster-Johnson, L. (1998). Mean centering in moderated multiple regression: Much ado about nothing. Educational and Psychological Measurement, 58, 42-67.
Kromrey, J. D., & Foster-Johnson, L. (1999). Statistically differentiating between interaction and nonlinearity in multiple regression analysis: A Monte Carlo investigation of a recommended strategy. Educational and Psychological Measurement, 59, 392-413.
Lampert, S. I., & Jaffe, E. D. (1998). A dynamic approach to country-of-origin effect. European Journal of Marketing, 32(1/2), 61-78.
Lantz, G., & Loeb, S. (1996). Country of origin and ethnocentrism: An analysis of Canadian and American preferences using social identity theory. Advances in Consumer Research, 23, 374-378.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal of Consumer Behavior, 2(3), 232-247.
Lawrence, C., Marr, N. E., & Prendergast G. P. (1992). Country-of-origin stereotyping: A case study in the New Zealand motor vehicle industry. European Journal of Marketing, 26(3), 37-51
Lee, D. H., & Shaninger, C. M. (1996). Country of production/assembly as a new country image construct: A conceptual application to global transplant decisions. Advances in International Marketing, 7, 233-254.
Leonidou, L. S., Hadjimarcou, J., Kaleka, A., & Stamenova, G. T. (1999). Bulgarian consumers’ perception of products made in Asia Pacific. International Marketing Review, 16 (2), 126-142.
Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92-102.
Li, W.-K., & Wyer, Jr., R. S. (1994). The role of country of origin in product evaluations: Informational and standard-of-comparison effects. Journal of Consumer Psychology, 3, 187-212.
Li, Z. G., Murray, L. W., & Scott, D. (2000). Global sourcing, multiple country-of-origin facets, and consumer reactions. Journal of Business Research, 47(2), 121-133.
Liefeld, J. P. (1993). Consumer use of country-of-origin information in product evaluations: Evidence from experiments. In N. Papadopoulos & L. A. Heslop (Eds.). Product-country images: Impact and role in international marketing (117-156). New York: The Haworth Press.
Lin, L.-W., & Sternquist, B. (1994). Taiwanese consumers’ perceptions of product information cues: Country of origin and store prestige. European Journal of Marketing, 28(1), 5-18.
Lin, X., & Germain, R. (1998). Sustaining satisfactory joint venture relationships: The role of conflict resolution strategy. Journal of International Business Studies, 29(1), 179-196.
Lotz, S. L., & Hu, M. Y. (2001). Diluting negative country of origin stereotypes: A social stereotype approach. Journal of Marketing Management, 17, 105-135.
Lynch, J. G., Jr. (1985). Uniqueness issues in the decompositional modeling of multiattribute overall evaluations: An information integration perspective. Journal of Marketing Research, 22, 1-19.
Maheswaran, D. (1994). Country-of-origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations, Journal of Consumer Research, 21(2), 354-365.
Maheswaran, D., & Sternthal, B. (1990). The effects of knowledge, motivation, and type of message on ad processing and product judgments. Journal of Consumer Research, 17, 66-73.
Malhotra, N. K. (2004). Marketing research: An applied orientation (4th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Malhotra, N. K., & Peterson, M. (2001). Marketing research in the new millennium: Emerging issues and trends. Marketing Intelligence & Planning, 19(4), 216-232.
McClelland, G. H., & Judd, C. M. (1993). Statistical difficulties of detecting interactions and moderator effects. Psychological Bulletin, 114, 376-390.Merritt, S., & Stauble, V. (1995). A cross-cultural exploration of country-of-origin preference. Proceedings of the American Marketing Association Conference, La Jolla, CA, 125.
Merton, R. K. 1968. Social theory and social structure (Rev. ed., pp. 335-440). New York: The Free Press.
Mitra, A., & Lynch, J. G., Jr. (1995), Toward a reconciliation of market power and information theories of advertising effects on price elasticity. Journal of Consumer Research, 21, 644-659.
Mohr, J., Sengupta, S, & Slater, S. (2004). Marketing of high-technology products and innovations (2nd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Montgomery, D. C. (2004). Design and Analysis of Experiments (6th ed.). New York: John Wiley & Sons.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 37(1), 27-49.
Nes, E., & Bilkey, W. J. (1993). A multi-cue test of country-of-origin theory. In N. Papadopoulos & L. A. Heslop (Eds.). Product-country image: impact and role in international marketing (pp. 179-195). New York: The Haworth Press.
Netemeyer, R., Durvasula, S., & Lichtenstein, D. (1991). A cross-national assessment of the reliability and validity of the CETSCALE. Journal of Marketing Research, 28, 320-327.
Obermiller, C., & Spangenberg, E. (1989). Exploring the effects of country-of-origin labels: An information processing framework. Advances in Consumer Research, 16, 454-459.
Olson, J. C. (1977). Price as an informational cue: Effects on product evaluations. In A. G. Woodside, J. N. Sheth, & P. D. Bennett (Eds.), Consumer and Industrial Buying Behavior (pp. 267-286). Amsterdam: North-Holland.
Ozsomer, A. & Cavusgil, S. T. (1991). Country-of-origin effects on product evaluations: A sequel to Bilkey and Nes review. In M. C. Gilly et al. (Eds.), American Marketing Association Summer Educators’ Conference: Vol. 2. Enhancing knowledge development in marketing (pp. 269-277). Chicago: American Marketing Association.
Papadopoulos, N., & Heslop, L. A. (Eds.). (1993). Product-country images: Impact and role in international marketing. New York: The Haworth Press.
Papadopoulos, N., & Heslop, L.A. (2002). Country equity and country branding: Problem and prospects. Journal of Brand Management, 9(4-5), 294-314.
Papadopoulos, N., Heslop, L. A., & Bamossy, G. (1994). An international comparative analysis of consumer attitudes toward Canada and Canadian products. Canadian Journal of Administrative Sciences, 11(3), 224-239.
Papadopoulos, N., Heslop, L. A. & Bamossy, J. G. (1990). A comparative image analysis of domestic versus imported products. International Journal of Research in Marketing, 7, 283-294.
Paswan, A. K., Kulkarni, S., & Ganesh, G. (2003). Brand loyalty towards the country, the state, and the service provider as brands. Journal of Brand Management, 10(3), 233-251.
Pedhazur, E. J. (1997). Multiple regression in behavioral research (3rd ed.). Orlando, FL: Holt, Rinehart & Winston.
Peterson, M. F., & Pike., K. L. (2002). Emics and etics for organizational studies: A lesson in contrast from linguistics. International Journal of Cross Cultural Management, 2(1), 5-18.
Peterson, R. A., & Jolibert, A. J. P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26(4), 883-900.
Petty, R. E., & Cacioppo, J. T. (1981). Epilogue: A general framework for understanding attitude change process. In R. E. Petty & J. T. Cacioppo (Eds.), Attitudes and Persuasion: Classic and Contemporary Approaches (pp. 255-269). Dubuque, IA: William C. Brown Company.
Pike, K. L. (1967). Language in relation to a unified theory of the structure of human behavior (2nd ed., pp.38-39). The Hague, The Netherlands: Mouton De Gruyter.
Piron, F. (2000). Consumers’ perceptions of the country-of-origin effect on purchasing intentions of (in) conspicuous products. Journal of Consumer Marketing, 17(4), 308-321.
Porter, M.E. (1986). Competition in global industries: A conceptual framework. In M. E. Porter (Ed.). Competition in Global Industries. Boston: Harvard Business School Press, 15-60.
Porter, M. E. (1986). Three roles of international marketing in global strategy. The Journal of Consumer Marketing, 3(2), 17-21.
Quelch, J. A., & Deshpandé, R. (2004). (Eds.). The global market: Developing a strategy to manage across borders (1st ed.). San Francisco: Jossey-Bass.Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of Marketing Research, 26, 351-357.
Root, F. R. (1998). Entering international market through licensing and other contractual arrangements. In Author (Ed.), Entry strategies for international markets (Rev. ed., pp. 85-118). San Francisco: Jossey-Bass.
Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497.
Ruigrok, W., & Wagner, H. (2003). Internationalization and performance: An organization learning perspective. Management International Review. 43(1), 63-84.
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
Saunders, D. R. (1955). The moderator variable as a useful tool in predicition. In A. Anastasi (Ed.), Testing problems in perspective: Twenty-fifth anniversary volume of topical readings from the Invitational Conference on Testing Problems (pp. 301–306). Washington, DC: American Council on Education.
Saunders, D. R. (1956). Moderator variables in predicition. Educational and Psychological Measurement, 16, 209–222.
Schaefer, A. (1997). Consumer knowledge and country of origin effects. European Journal of Marketing. 31(1), 56-72.
Schroiff, H.-W., & Arnold, D. J. (2004). Strategies for managing brand and product in international markets. In J. A. Quelch & R. Deshpandé (Eds), The global market: Developing a strategy to manage across borders (pp. 163-179). San Francisco: Jossey-Bass.
Schwarz, N., & Oyserman, D. (2001). Asking questions about behavior: Cognition, communication, and questionnaire construction. American Journal of Evaluation, 22(2), 127-160.
Schooler, R. D. (1965). Product bias in the central american common market. Journal of Marketing Research, 2, 394-397.
Schooler, R. D. (1971). Bias phenomena attendant to the marketing of foreign goods in the US. Journal of International Business Studies, 2(1), 71-81.
Schütte, H., & Ciarlante, D. (1998). Consumer Behavior in Asia. New York University Press.
Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26-37.
Sheeran, P., & Abraham, C. (2003). Mediator of moderators: Temporal stability of intention and the intention-behavior relationship. Personality and Social Psychology Bulletin, 29(2), 205-215.
Sheinin, D. A. (2000). The effects of experience with brand extensions on parent brand knowledge. Journal of Business Research, 49(1), 47-55.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24, 280-289.
Slaughter, M. J. & Swagel, P. (1997). Does globalization lower wages and export jobs (p. 1)? Washington, DC: International Monetary Foundation. Smith, N. (1990). Morality and the market. London: Routledge.
Steenkamp, J.-B. E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21, 309-333.
Steenkamp, J.-B. E. M., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25(1), 78-90.
Sternthal, B., Tybout, A. M., & Calder, B. J. (1994). Experimental design: Generalization and theoretical explanation. In R. P. Bagozzi (Ed.), Principles of marketing research. Cambridge, MA: Blackwell.
Stone, E. F. (1988). Moderator variables in research: A review and analysis of conceptual and methodological issues. In G. R. Ferris & K. M. Rowland (Eds.), Research in personnel and human resources management (Vol. 6, pp. 191-229). Greenwich, CT: JAI Press.
Stone, E. F., & Hollenbeck, J. R. (1989). Clarifying some controversial issues surrounding statistical procedures for detecting moderator variables: Empirical evidence and related matters. Journal of Applied Psychology, 74, 3-10.
Stone-Romero, E. F., Alliger, G. M., & Aguinis, H. (1994). Type II error problems in the use of moderated multiple regression for the detection of moderating effects for dichotomous variables. Journal of Management, 20, 167-178.
Stone-Romero, E. F., & Anderson, L. E. (1994). Relative power of moderated multiple regression and the comparison of subgroup correlation coefficients for detecting moderating effects. Journal of Applied Psychology, 79, 354-359.
Suh, T., & Kwon, I. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663-680.
Sumner, W. G. (1906). Folkways: A study of the sociological importance of usages, manners, customs, mores, and morals (p. 13). Boston: Ginn.
Tan, C. T., & Farley, J. U. (1987). The impact of cultural patterns on cognition and intention in Singapore. Journal of Consumer Research, 13, 540-544.
Tedlow, R. S., & Abdelal, R. (2005). Theodore Levitt’s “The Globalization of Markets”: An evaluation after two decades. In J. A. Quelch & R. Deshpandé (Eds), The global market: Developing a strategy to manage across borders (pp. 11-30). San Francisco: Jossey-Bass.
Thakor, M.V., & Kohli, C. (1996). Brand origin: Conceptualization and review. Journal of Consumer Marketing, 13(3), 27-42.
Thakor, M.V., & Pachetu, B.G. (1997). Foreign branding and its effects on product perceptions and attitudes: A replication and extension in a multicultural setting. Journal of Marketing Theory and Practice, 5(1), 15-30.
Thoreau, H. D. (1854). Walden [Electronic Version], p. 21. Philadelphia: Courage Books. Retrieved June 1, 2005 from NetLibrary database: http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=33035
Usunier, J.-C. (1994). Social status and country-of-origin preferences. Journal of Marketing Management, 10(8), 765-783.
Usunier, J.-C., & Lee, J. (2005). Marketing across cultures (4th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Verlegh, P. W. J., & Steenkamp, J.-B. E. M. (1997). Country-of-origin effects: A meta-analytic review. In Arnott, D. et al., (Eds.), Marketing: Progress, prospects, perspectives. Coventry, UK: Warwick Business School, 2136-2140.
Verlegh, P. W. J. & Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.
Vernon, R. (1966). International investment and international trade in the product cycle. The Quarterly Journal of Economics, 80(2): 190-207.
Vernon, R. (1992). Transnational corporations: Where are they coming from, where are they headed? Transnational Corporations, 1(2), 7-35.
Wall, M., Liefeld, J., & Heslop, L. A. (1991). Impact of country-of-origin cues on consumer judgments in multi-cue situations: A covariance analysis. Journal of the Academy of Marketing Science, 19(2), 105-113.
Wang, C., & Lamb, C. (1983). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science, 11(2), 71-84.
Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects. Journal of Consumer Marketing, 21(6), 391-400.
Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149-1166.
West, S. G., Aiken, L. S., & Krull, J. L. (1996). Experimental personality designs: Analyzing categorical by continuous variable interactions. Journal of Personality, 64, 1–49.
White, P., & Cundiff, E. D. (1978). Accessing the quality of industrial products. Journal of Marketing, 42, 80-86.
Wilson, A., & Laskey, N. (2003). Internet based marketing research: A serious alternative to traditional research methods? Marketing Intelligence and Planning, 21(2), 79-84.
Wind, Y. (1982). The myth of globalization. Journal of Marketing, 3(2), 23-26.
Wind, Y., Douglas, S. P., & Perlmutter, H. V. (1973). Guidelines for developing international marketing strategies, Journal of Marketing, 37(2), 14-23.
Wind, Y., & Douglas, S. P. (1982). Comparative consumer research: The next frontier? In K. Erdener & S. Ronald (Eds.), Comparative Marketing Systems (pp. 24-35). New York: Praeger.
Wind Y., & Green, P. E. (Eds.) (2005). Market research and modeling: Progress and prospects : A tribute to Paul E. Green (1st ed.). New York: Springer.
Yergin, D. (1999, February 3). The age of “globality.” Newsweek.
Zajonc, R. B., & Markus, H. (1982). Affective and cognitive factors in preference. The Journal of Consumer Research, 9(2), 123-131.
Zedeck, S. (1971). Problems with the use of “moderator” variables. Psychological Bulletin, 76, 295-310.
Zeynep, G.-C., & Maheswaran, D. (2000). Cultural variations in country of origin effects. Journal of Marketing Research, 37(3), 309-318.
Zhang Y. (1996). Chinese consumers’ evaluation of foreign products: The influence of culture, product types and product presentation format. European Journal of Marketing, 30(12), 50-68.
Zhang, Y. (1997). Country-of-origin effect: the moderating function of individual difference in information processing. International Marketing Review, 14(4), 266-28.