• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2010 Vol.1(4): 400-405 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2010.V1.70

Effects of Country Variables on Brand Strength: Moderating by Brand Life Cycle and Cultural Identification

Hsiu-Li Chen
Abstract—The purpose of this study is to empirically examine the country variables on brand strength via brand attitude. Moreover, the moderating roles of brand life cycle and cultural identification are examined. A 2╳2╳4 research design ((Taiwan/China) ╳ (high-involvement products and low-involvement products) ╳ (Taiwan, China, Japan, and USA)) and LISREL technique are employed to examine the effects of country variables on brand strength. The results of the study find that country of origin has significantly positive effects on brand attitude and brand strength for both Taiwan and China sample. In addition, brand life cycle and cultural identification play moderating role between country of original and brand attitude.

Index Terms—Country variables, brand attitude, brand strength, brand life cycle

Dept. of International Business, Ming Chuan University。

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Cite:Hsiu-Li Chen, "Effects of Country Variables on Brand Strength: Moderating by Brand Life Cycle and Cultural Identification," International Journal of Trade, Economics and Finance vol.1, no.4, pp. 400-405, 2010.

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