引自來源國的觀點，本研究提出地主國識別與外國識別兩個概念來解釋，在一個敵意的情境下，外國直接投資進入模式與品牌策略對外國子公司產品購買的影響。本研究在兩個地主國市場:一個具有高敵意對抗日本 (中國)，另一個具有低敵意對抗日本 (台灣)，進行三個實驗。實驗一證實了消費者敵意的負面效應在外國產品購買，在一個跨國的情境下。實驗二評估兩個地主國消費者的產品購買意願對五種不同的外國直接投資進入模式(新設、完全收購、收購合資、多數股權新設合資、少數股權新設合資)。實驗三更進一步評估兩個地主國的消費者對一個共享式新設合資的子公司採取共品牌但不同品牌次序(外國-本國與本國-外國)下的產品購買意願。實驗二與實驗三的結果顯示在一個高敵意的地主國市場，消費者會偏好產品引進是透過一個具有較高地主國識別(低外國識別)的外國直接投資進入模式和品牌策略。然而，在一個低敵意的地主國市場，外國直接投資進入模式與品牌策略對消費者購買意願沒有任何影響。

Drawing on the perspective of country of origin (COO), this study proposes the concepts of host identity and foreign identity to explain the effect of foreign direct investment (FDI) entry modes and branding strategies on foreign subsidiary product purchases in an animosity context. Three studies were conducted in two host country markets: one with high animosity (China) and the other with low animosity (Taiwan) toward a target country (Japan). Study 1 verified the negative effect of consumer animosity on foreign product purchases in a cross-country context. Study 2 examined consumer purchase intentions toward products launched through five FDI modes (greenfield, full acquisition, acquisition joint venture [AJV], majority greenfield joint venture [GJV], and minority GJV). Study 3 further examined consumer purchase intentions toward an equal-equity GJV subsidiary adopting a co-brand with different brand orders (Foreign-Local [F-L]) and Local-Foreign [L-F]). Results show that in a high-animosity host country, consumers prefer products launched through an entry mode and with a brand having a higher host identity (lower foreign identity). In a low-animosity host country, the FDI entry mode and branding strategy have no effect.

CHAPTER 1 INTRODUCTION 1
1.1 Research background……………………………………………….... 1
1.2 Research objective…………………………………………………..... 3
1.3 Expected Contribution……………………………………………….... 6
CHAPTER 2 LITERATURE REVIEW ……………………………………. 9
2.1 Country of origin (COO) and consumer animosity………………….. 9
2.2 Consumer animosity, national identity and foreign entry mode………11
2.3 Wholly owned subsidiary (WOS): greenfield vs. full acquisition……. 16
2.4 Wholly owned subsidiary vs. International joint venture……………. 18
2.5 Greenfield joint venture (GJV): majority GJV vs. minority GJV…… 19
2.6 IJV: acquisition joint venture (AJV) vs. greenfield joint venture (GJV) 21
2.7 Equal-equity GJV and co-branding strategy…………………………. 23
2.8 The conceptual framework…………………………. ……………….. 26
CHAPTER 3 METHODOLOGY …………………………………………… 28
3.1 Study 1: Consumer animosity in a cross-country context…………. 28
3.2 Study 2: Consumer animosity and foreign entry mode…………….. 34
3.3 Study 3: Consumer animosity and co-branding strategy……………. 38
CHAPTER 4 RESULTS AND DISCUSSION …………………………….. 40
4.1 The results of Study 1…….……………………………………….. 40
4.2 The results of Study 2……………………………………………... 44
4.3 The results of Study 3……………………………………………... 62
CHAPTER 5 CONCLUSION AND IMPLICATIONS…………………. 66
5.1 Research conclusion………………………………………………. 66
5.2 Theoretical implications…………………………………………... 66
5.3 Managerial implications…………………………………………... 69
5.4 Limitations and future studies…………………………………….. 72
REFERENCES……………………………………………………….…… 74
APPENDIX A……………………………………………………………… 84
APPENDIX B……………………………………………………………… 87
APPENDIX C……………………………………………………………… 88


FIGURES
Figure 1- Research framework………………………………………………….. 27
Figure 2- Moderating effect of consumer animosity on the effect of a greenfield entry mode and a full acquisition entry mode on consumer purchase intentions……………………………………………………………... 46
Figure 3- Moderating effect of consumer animosity on the effect of a greenfield entry mode and an acquisition joint venture entry mode on consumer purchase intentions…………………………………………………… 51
Figure 4- Moderating effect of consumer animosity on the effect of a greenfield entry mode and a majority greenfield joint venture entry mode on consumer purchase intentions……………………………………………… 52
Figure 5- Moderating effect of consumer animosity on the effect of a greenfield entry mode and a minority greenfield joint venture entry mode on consumer purchase intentions………………………………………………. 53
Figure 6- Moderating effect of consumer animosity on the effect of a full acquisition entry mode and a minority greenfield joint venture entry mode on consumer purchase intentions………………………………………… 54
Figure 7- Moderating effect of consumer animosity on the effect of a majority greenfield joint venture entry mode and a minority greenfield joint venture entry mode on consumer purchase intentions……………………….. 57
Figure 8- Moderating effect of consumer animosity on the effect of an acquisition joint venture entry mode and a greenfield joint venture entry mode on consumer purchase intentions……………………………………...…. 59
Figure 9- Moderating effect of consumer animosity on the effect of brand order on consumer purchase intentions…………………………………………................................ 65

TABLES
Table 1- Variable and measurement in the Study 1………………………… 31
Table 2- Results of Study 1…………………………………………………… 43
Table 3- Results of foreign entry modes in China and Taiwan…………….. 60
Table 4- Result of branding strategies in China and Taiwan……………..... 64

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