TY - JOUR
T1 - Multinational Production
T2 - Effect on Brand Value
AU - Johansson, Johny K.
AU - Nebenzahl, Israel D.
N1 - Publisher Copyright:
© 1986, Academy of International Business.
PY - 1986/9/1
Y1 - 1986/9/1
N2 - Direct foreign investment in manufacturing abroad has a number of consequences for the firm. One aspect, particularly salient when the company's image is tied to its home country, is the impact of the DFI upon customer perceptions of the brand. The present study shows how changes in perceptions can be assessed prior to the investment decision, and how the brand value consequences of a particular location can be estimated. The proposed method is illustrated using data from a Japanese company's entry into the U.S.
AB - Direct foreign investment in manufacturing abroad has a number of consequences for the firm. One aspect, particularly salient when the company's image is tied to its home country, is the impact of the DFI upon customer perceptions of the brand. The present study shows how changes in perceptions can be assessed prior to the investment decision, and how the brand value consequences of a particular location can be estimated. The proposed method is illustrated using data from a Japanese company's entry into the U.S.
UR - http://www.scopus.com/inward/record.url?scp=85132277348&partnerID=8YFLogxK
U2 - 10.1057/palgrave.jibs.8490861
DO - 10.1057/palgrave.jibs.8490861
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AN - SCOPUS:85132277348
SN - 0047-2506
VL - 17
SP - 101
EP - 126
JO - Journal of International Business Studies
JF - Journal of International Business Studies
IS - 3
ER -