This study explores the Taiwanese consumers’ decision of buying imported car; whether the country of origin, the imported car dealers’ service quality, and brand image affect Taiwanese consumers' purchasing decisions. This study uses the sample of the owners of imported care, we distributed 350 questionnaires, which 325 questionnaires were valid. Linear structural equation analysis was applied to analyze the data. The findings of the study present a significant respective effect of the country of origin image and service quality on brand image. Furthermore, brand image has a significant effect on brand equity. The managerial implications and future research directions are also discussed.