Multinational Production: Effect on Brand Value

Johny K. Johansson, Israel D. Nebenzahl

Research output: Contribution to journalArticlepeer-review

213 Scopus citations


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.

Original languageEnglish
Pages (from-to)101-126
Number of pages26
JournalJournal of International Business Studies
Issue number3
StatePublished - 1 Sep 1986

Bibliographical note

Publisher Copyright:
© 1986, Academy of International Business.


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