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December 3, 2011Journal of Business and Industrial Marketing

Do country‐of‐manufacture and country‐of‐design matter to industrial brand equity?

Yimin Chen Yi‐Fan Su

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Abstract

Purpose – This paper aims to investigate the effects of country‐of‐manufacture (COM) and country‐of‐design (COD) on industrial brand equity.

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Chen et al. (2011) studied this question.

synapsesocial.com/papers/69d9d39b8fbc15f99e68426c https://doi.org/10.1108/08858621211188966

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