Dissertations / Theses on the topic 'Country of origin'
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Jonsson, Mimmi, and Öztürkmen Madeleine Lindgren. "Country of Origin : En produkt- eller varumärkesstrategi?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19298.
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Syftet med denna uppsats är att kartlägga användningen av Country of Origin och dess relevans på den globala marknaden genom att undersöka om en landsimage kan relateras till varumärke istället för produkt. Uppsatsen har en deduktiv ansats då den grundar sig på tidigare teori inom området Country of Origin, positionering samt varumärkesstrategier. En kvalitativ undersökning i form av djupintervjuer med valda företag genomfördes för att kunna besvara uppsatsen syfte. Slutsatserna till uppsatsen är att Country of Origin inte längre är en relevant strategi eftersom varumärkets landsimage är mer relevant än produktens härkomst. För att bättre passa dagens marknadsförutsättningar behöver COO därför modifieras och ge företag konkreta riktlinjer vid användningen av marknadsstrategin eftersom landsimage fortfarande anses vara relevant, men då i relation till varumärket.
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Su, Yuezhen <1962>. "Country-of-Origin Labeling for Processed Foods." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2014. http://amsdottorato.unibo.it/6656/1/Su_Yuezhen_tesi.pdf.
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The country-of-origin is the “nationality” of a food when it goes through customs in a foreign country, and is a “brand” when the food is for sale in a foreign market. My research on country-of-origin labeling (COOL) started from a case study on the extra virgin olive oil exported from Italy to China; the result shows that asymmetric and imperfect origin information may lead to market inefficiency, even market failure in emerging countries. Then, I used the Delphi method to conduct qualitative and systematic research on COOL; the panel of experts in food labeling and food policy was composed of 19 members in 13 countries; the most important consensus is that multiple countries of origin marking can provide accurate information about the origin of a food produced by two or more countries, avoiding misinformation for consumers. Moreover, I enhanced the research on COOL by analyzing the rules of origin and drafting a guideline for the standardization of origin marking. Finally, from the perspective of information economics I estimated the potential effect of the multiple countries of origin labeling on the business models of international trade, and analyzed the regulatory options for mandatory or voluntary COOL of main ingredients. This research provides valuable insights for the formulation of COOL policy.
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Su, Yuezhen <1962>. "Country-of-Origin Labeling for Processed Foods." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2014. http://amsdottorato.unibo.it/6656/.
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The country-of-origin is the “nationality” of a food when it goes through customs in a foreign country, and is a “brand” when the food is for sale in a foreign market. My research on country-of-origin labeling (COOL) started from a case study on the extra virgin olive oil exported from Italy to China; the result shows that asymmetric and imperfect origin information may lead to market inefficiency, even market failure in emerging countries. Then, I used the Delphi method to conduct qualitative and systematic research on COOL; the panel of experts in food labeling and food policy was composed of 19 members in 13 countries; the most important consensus is that multiple countries of origin marking can provide accurate information about the origin of a food produced by two or more countries, avoiding misinformation for consumers. Moreover, I enhanced the research on COOL by analyzing the rules of origin and drafting a guideline for the standardization of origin marking. Finally, from the perspective of information economics I estimated the potential effect of the multiple countries of origin labeling on the business models of international trade, and analyzed the regulatory options for mandatory or voluntary COOL of main ingredients. This research provides valuable insights for the formulation of COOL policy.
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Aichner, Thomas. "Mass Customization and Country-of-Origin Effects." Doctoral thesis, Università degli studi di Padova, 2016. http://hdl.handle.net/11577/3424328.
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This is a thesis by publication, consisting of three manuscripts. The research is positioned in the area of international marketing and offers a contribution to consumer culture theory. More specifically, it is about country of origin (COO) marketing, differences in product and country evaluation between ethnic subcultural groups living together within the same country, and the moderating role of mass customization (MC) on COO effects. The first manuscript classifies different COO marketing strategies that are employed to communicate the COO of a product or company to customers, and it provides a number of examples from practice. The second manuscript is based on the observation that globalization, international trade, multicultural societies and the introduction of innovative manufacturing strategies such as MC require continuous updating and reassessment of COO constructs and models. To this end, a study from 2003 has been replicated in a different cultural and geographical setting with results supporting the original findings. Finally, the third manuscript bridges the two research streams of COO and MC and provides empirical evidence of the impact of the manufacturing strategy on customers’ product evaluation.
To sum up, the following research questions are examined in the three manuscripts:
1) Which different marketing strategies are employed by companies in order to communicate the COO of the company and/or of its brands to customers?
2) Do COO effects vary across subcultures within a country?
3) Does the manufacturing strategy (mass production vs. MC) have a moderating effect on the relationship between COO and consumer’s product evaluation?La presenti tesi di dottorato per pubblicazioni è composta da tre manoscritti. La ricerca si posiziona nell’area del marketing internazionale e si propone di offrire un contributo alla consumer culture theory. Nello specifico, gli argomenti trattati spaziano dal marketing del country of origin (COO) al ruolo che le differenze culturali su base etnica esistenti all’interno di una stessa nazione hanno nella valutazione di prodotti e di paesi, fino al ruolo di moderazione della mass customization (MC) sugli effetti del COO. Il primo manoscritto classifica le diverse strategie di marketing di COO che sono adottate per comunicare il paese di origine di un prodotto o di un’azienda ai clienti, e fornisce diversi esempi pratici. Il secondo manoscritto prende le mosse dall’osservazione che la globalizzazione, il commercio internazionale, le società multiculturali e l’introduzione di strategie manifatturiere innovative, come la MC, richiedono un continuo aggiornamento e rivalutazione dei costrutti e dei modelli relativi al COO. A tal fine, si è replicato uno studio pubblicato nel 2003, calandolo in un diverso contesto culturale e geografico, con risultati che confermano quelli dello studio originale. Infine, il terzo manoscritto, sviluppa un legame tra i filoni di ricerca del COO e della MC, portando evidenza empirica dell'impatto della strategia manifatturiera sulla valutazione di prodotti da parte del consumatore. In sintesi, i tre manoscritti rispondono alle seguenti domande di ricerca: 1) Quali sono le diverse strategie di marketing che vengono adottate dalle aziende per comunicare ai clienti il proprio COO e/o quello dei propri brand? 2) Gli effetti del COO variano in base alle sottoculture all’interno di uno stesso paese? 3) Esiste un effetto di moderazione della strategia manifatturiera (produzione di massa vs. MC) sulla relazione tra COO e valutazione del prodotto da parte dei clienti?
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Fridjonsson, Sylvia, and Emma Mersmann. "Make It 'til You Break It : - A Study of If and How Country-of-Origin Incongruence Affects Consumer-Based Brand Equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-144913.
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As companies are focused on and capable of creating brand images aimed at supporting their brands, some choose to strategically associate them with specific countries or regions in hopes of attaining perceivably higher consumer-based brand equity. Although such a strategy could prove itself effective in the sense of increasing the amount of positive consumer perceptions, it might also result in harmful effects if the marketed country-of-brand origin is not in congruence with the brand‟s other country-of-origin constructs. With regards to what theory implies and what this study‟s results suggest, this thesis analyzes the effects of country-of-origin incongruence on consumer-based brand equity in the case of Lexington. What this thesis uncovers is that the country-of-origin incongruence of Lexington does not, contrary to theory, have negative consequences on its consumer-based brand equity. Yet, what is suggested is that further research should focus on whether these results are simply restricted to this study‟s exact settings or would be attained even in another setting in which consumer ethnocentrism would not play a significant role.
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Neils, Scott R. "Country of Origin Labeling Impact on Consumer Purchasing Decisions." NSUWorks, 2009. http://nsuworks.nova.edu/hsbe_etd/83.
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Perception plays an important role in the human assessment process. This construction of an image is based on many factors, including race, religion, national origin, income, gender, marital status - in short, the summation of our life experiences. An important consideration for the methodology consumers utilize for purchase decisions has been also referred to as the "Country of Origin" (COO) effect. This individual bias based on perceptions and attitudes has a significant impact on how consumers make their purchasing decisions.
The 2008 Farm Bill legislation contained a requirement for country of origin labeling (COOL) for beef, lamb, pork, and other products. This paper examined some of the 2008 Farm Bill's impact on consumer's purchasing decisions regarding beef and related meat protein products. Of a potential population of over 700 respondents, 161 responses were received. Correspondence analysis and preferences indicated by the respondents were used to analyze the results.
Respondents were mostly well educated, white, in higher income brackets, and split about 60%-40% between male and female. Food safety is considered important and respondents generally believe that the US food supply is safe. Over 40% of respondents had no knowledge of COOL and its background, but about 70% of respondents believed that COOL should be mandatory for all meat products studied. The majority of respondents (111 of 161) indicated that they would be willing to pay $0.25 to $1.00 per pound more for COOL. However when asked about the likeliness to pay, 25%-30% indicated that they were "Not at all Likely" or "Somewhat Likely" to pay.
The correspondence analysis results indicated that beef was a product eaten more often, but considered expensive. Chicken was eaten more often and considered inexpensive and healthful. Turkey was a product considered healthful and inexpensive. Lamb was considered expensive, while pork was inconclusive in the two dimensions used.
The results of this study provide information for producers, purveyors, retailers, and the government on the importance of COOL as perceived by consumers, and their willingness to pay for this labeling.
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Gregg, John Robert. "Toward a Richer Understanding of Country of Origin." Thesis, Curtin University, 2016. http://hdl.handle.net/20.500.11937/59736.
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In this dissertation we develop an alternative theoretical framework to better understand the meaning of Country of Origin effects. We utilise the two-component view of attitudes, which posits attitudes are formed through the combined influence of cognitions and affect toward the attitude object. We develop hypotheses to investigate how these dimensions influence attitudes towards countries and their products. Empirical verification provides support for the use of the two component view of attitudes in Country of Origin research.
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Eggertsson, Matthias. "COUNTRY-OF-ORIGIN AND BRANDING IN A B2B CONTEXT." NSUWorks, 2010. http://nsuworks.nova.edu/hsbe_etd/29.
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This dissertation examines the relative importance of country of manufacturing and country-of-brand versus the functional attributes for industrial products. The study examines country of origin, country-of-brand origin, and how they affect the purchasing team, or what is referred to in this study as the decision-making unit, when purchasing commercial refrigeration compressors.
The literature reveals that the international marketing community has been looking at the country-of-origin and what effect it has on the purchasing decision-making process. Even though the world seems to be becoming smaller, purchasing people may still be valuing the country or brand effect before making final purchasing decisions.
A conjoint analysis experiment was performed with a group of people who have purchased commercial refrigeration compressors in the past 5 years. The QuestionPro web page was used to collect the data from global users, where they were asked to rank the 36 conjoint analysis cards and a questionnaire which was to determine the respondents' demographic characteristics.
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Brukienė, Justė. "Prekės kilmės šalies efektas ir nacionalinis įvaizdis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20090908_192046-96817.
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Iki šiol nėra vieningos nuomonės, kaip turėtų būti apjungta prekės kilmės šalies efekto vertinimo koncepcijų ir principų įvairovė. Todėl metodologiniais ir praktinės vadybos tikslais būtina vieninga prekės kilmės šalies efekto įvertinimo metodika, sudaranti sąlygas atsižvelgti į šio efekto įvairiapusiškumą ir įtaką vartotojų elgsenoje. Atsižvelgiant į problemos aktualumą, numatomas darbo tikslas yra dvejopas ir susijęs su nurodyta prekės kilmės šalies efekto vertinimo krypčių ir metodų įvairove: 1) išskirti vieningą metodiką prekės kilmės šalies efekto ir nacionalinio įvaizdžio vertinimui vartotojų elgsenos procesuose; 2) apibrėžti galimas pasiūlyto modelio pritaikymo kryptis verslo praktikoje. Siekiant nurodytų darbo tikslų ir sutelkiant dėmesį į vieningos kilmės šalies efekto vertinimo metodikos nustatymą, apibrėžiami šie darbo uždaviniai: a) atlikti teorinių šaltinių (literatūros) ir empirinių tyrimų, nagrinėjančių prekės kilmės šalies efektą ir šalies įvaizdžio įtaką vartotojų elgsenoje, analizę, b) išskirti pagrindinius prekės kilmės šalies efekto vertinimo elementus ir principus, remiantis pagrindinėmis šalies įvaizdžio koncepcijos nuostatomis, c) apibrėžti vieningą teorinį prekės kilmės šalies efekto vertinimo modelį, d) pateikti galimus siūlomo prekės kilmės šalies efekto vertinimo modelio pritaikymo sprendimus Lietuvos verslo aplinkai. Siekiant apibrėžtų uždavinių įvykdymo, šiame tiriamajame teoriniame-metodologiniame darbe atliekant literatūros šaltinių bei... [toliau žr. visą tekstą]This graduation paper researches the phenomenon of country-of-origin effect with the two-fold aim to define a unified model for the COO effect evaluation and identify model application opportunities in the business reality. This identification of the aim of the paper has led to the following objectives of the study: · to present an in-depth analysis of theoretical concepts and models related to the COO effect and identify main trends in the scientific COO research, · to identify essential principals of the COO effect evaluation in regard to consumer behaviour; · to integrate main theoretical and empirical aspects of the phenomenon in a unified hypothetical model; · to propose opportunities for model application in Lithuanian business. In order to achieve the stated aim and given objectives, the object of research was defined as COO effect and the following methodology was selected: (1) content analysis of empirical research to be carried out, (2) theoretical analysis of theories related to COO to be conveyed, (3) synthesis of empirical and theoretical dimensions in a unified COO model, (4) a pilot study to be carried out to define the existence of the COO effect in regard to Lithuanian consumers. Part 1 of the paper discloses major theoretical and empirical concepts related to the COO effect. Analytical approach is used in Part 2 to view theoretical and empirical approaches to the evaluation of COO effect in consumer behaviour. Part 3 of the paper covers pilot research as an... [to full text]
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Phuengsuktechasit, Phatnaree, and Pavinee Buaman. "Influence of Country of Origin on Thai consumer attitude and purchase intention toward skincare products." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12595.
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Aichner, Thomas [Verfasser]. "Mass Customization and Country-of-Origin Effects / Thomas Aichner." Berlin : ESCP Europe Wirtschaftshochschule Berlin, 2016. http://d-nb.info/109844888X/34.
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Schaefer, Anja. "The impact of country of origin on product evaluations." Thesis, University of Buckingham, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.395104.
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Nascimento, Rita. "Country-of-origin effect applied to talent: Portugal abroad." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11665.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe core of this study is the concept of country-of-origin (COO) effect and its relevance for talent, especially focusing on the image of Portuguese high-skilled people. Thus, this research examines the perception of recruiters towards the Portuguese high-skilled people that are currently working abroad. The contribution of this Work Project to the COO effect construct development relies on the fact that it complements the research with a new perspective regarding the applicability of the concept in a third dimension, other than products and services – talent. Nonetheless, the findings of this study reflect many obstacles faced by the COO effect research.
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Schneller, Benedikt, and Jake James Swanson. "Country of Origin within the consumers' decision-making process." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39555.
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Background Country of origin (COO) has developed over the years and so has the definition, from the manufacturing COO and has now developed more into the COO of the brand. This development has led to a gap in research surrounding COO effects in combination with the decision-making process. Purpose The purpose of this study was to understand and explore which product information cues COO effects, along with how these cues influence the consumer's cognitive decision-making process. Leading to recommendations for companies, of how they can then use these effects in their favour. Method An interpretivism philosophy was used as part of this study, along with an inductive approach. Exploratory research was conducted to analyse the qualitative data during the experimental setting within three focus groups to gather in-depth views and opinions of participants. The research was gathered using convenience sampling, with limitations including the pre-bias participants had surrounding a COO. Findings The three most important information cues were quality, price and brand when it comes to what information consumers need to make a purchase. There is a difference in willingness to pay, perceived brand image and value surrounding COO from the COO experiment conducted between Germany and Poland. Research participants would pay on average 104 Euros more for the same product if it was a German brand over a Polish one. COO effects consumers in both a direct and indirect way, the subliminal use of COO, suggesting that the decision-making process is not completely cognitive. Similarly, consumers do not initially perceive COO as an important factor until it is brought up. However it can be said to be at the back of their minds at all times. It was also suggested that consumers have a ranking of countries within their minds and use it to aid their decision-making process. Consumers want to use the rational (intrinsic) cues (quality, design), however the extrinsic cues (brand, price) were identified as being more important. Conclusion In conclusion it can be said that COO is an important influencing factor on the consumers' decision-making process. COO is a factor effecting and influencing the different information cues which consumers identify as being important to their purchase. COO is seen as an influencing factor continuously effecting information cues, but more specifically price, brand and quality. Brands with 'higher' perceived COO's can thrive under their competitive advantage, whilst brands with a 'lower' perceived COO do not do as well.
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Assaysh, Shereen, and Isabelle Edlund. "En undersökning av faktorer som hämmar köp från utländska webbsidor : Ett svenskt perspektiv." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-127032.
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Carter, Larry Lee Jr. "Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit." Thesis, Virginia Tech, 2002. http://hdl.handle.net/10919/31864.
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This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumersâ attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-border brand alliances. These results extend research in understanding the relationship between the fit variables and the strength of their effects on brand alliance evaluations.Master of Science
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Loebnitz, Natascha. "The impact of country-of-origin on liability-of-foreignness /." Gold Coast, Australia : Bond University, 2009. http://epublications.bond.edu.au/theses/26.
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Thesis (Ph. D.)--Bond University, 2009."A thesis submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy." Includes bibliographical references (leaves 164-191). Also available via the World Wide Web.
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Groves, Angela May. "Consumer attitudes towards British food : a country of origin perspective." Thesis, University of Reading, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.339981.
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Alves, Bárbara Siborro. "Influência do Country-of-Origin na indústria portuguesa de moldes." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20726.
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Mestrado em Gestão e Estratégia IndustrialA indústria de moldes é uma indústria core em Portugal que assume um posicionamento bastante favorável no mercado externo. Os moldes portugueses destacam-se pela forte aposta na inovação, na tecnologia e na competitividade ao nível da qualidade, dos preços e dos prazos de entrega. Nos últimos anos, com a proliferação da concorrência das diversas indústrias em todo o mundo, incluindo da indústria de moldes, tem-se vindo a assistir a uma maior diversidade e qualidade da oferta, tornando-se o processo de avaliação de produtos mais complexo e exigente para os consumidores. O Country-of-Origin representa um dos fatores que contribui para esta avaliação no sentido em que, a perceção existente sobre a imagem de um país, pode afetar diretamente a escolha de quem vai comprar e/ou consumir. O presente estudo visa a análise da influência do Country-of-Origin na indústria portuguesa dos moldes junto dos seus clientes. Pretende-se verificar como são percecionados os fornecedores portugueses de moldes e de que forma este aspeto contribui para uma maior força ao nível do valor da marca e da qualidade das relações B2B. Neste âmbito, propõe-se um modelo conceptual testado por via de 82 respostas de clientes de moldes portugueses. Para a recolha das respostas foi disponibilizado um questionário online, tendo o link sido enviado por e-mail aos clientes. Os resultados apurados permitem concluir que o país de origem influencia positivamente os construtos utilizados para definir a brand equity e a relationship quality quando aplicados à indústria portuguesa de moldes.
The moulds industry constitutes a core industry in Portugal which assumes a very favorable positioning in external markets. Portuguese moulds stand out due to the strong commitment to innovation, technology and competitiveness of the level of quality, prices and delivery times. In recent years as a consequence of the proliferation of competition from different industries worldwide, namely in the moulds industry, there has been an increase of the diversity and quality of the supply, making the product evaluation process more complex and demanding for consumers. The Country-of-Origin represents one of the factors that contributes to this assessment, in the sense that, an existing perception about the image of a country can directly affect the choice of who will buy and/or consume. This study aims to understand and analyze the influence of the Country-of-Origin in the Portuguese moulds industry, through the international and national customers perception. Therefore, the intention is to verify how the Portuguese moulds suppliers are perceived and how this aspect contributes to an increase of the brand equity and the relationship quality. In this context, it is proposed a conceptual model that was tested with 82 responses from Portuguese moulds clients. The responses were obtained through an online questionnaire made available with a link sent by email to customers. The results obtained reveal that the Country-of-Origin positively influences the constructs used to define a brand equity and the relationship quality when applied to the Portuguese moulds industry.
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Gunnarsson, Anna, and Katrina Holmström. "Country-of-origin in brand communication: A multinational company perspective." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-65238.
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National branding and Country-of-origin strategy (COO) has not only shown to be convenient for research, but also of considerable importance and interest for companies to enhance competitive advantage. With constantly increasing product range on the markets and continually new technology in the society, the buying behaviour and customer preferences have changed. The customer evaluates not only the product regarding its function or physical capacity, but also regarding the product's intangible value, such as its COO. The purpose with this study was to provide a deeper understanding about how a multinational company's (henceforth MNC) use of COO in their brand communication, can be described. To realize and accomplish the purpose, two research questions were formulated which this study had the intention to answer. The first research question was meant to describe what channels in the communication process a multinational company can use to communicate their brand. The second research question was meant to describe how a multinational company can use COO in the message component of the communication process. The fundamental purpose of the thesis in question was descriptive. The study was performed by observing a multinational case company. The observation of case company was performed partly with an interview and partly with a content analysis. The interview was held with a representative of the case company. The content analysis of case company was performed by reviewing websites in two different countries. As a result, we found that the case company, which represented a multinational company (MNC), among other channels, used paper catalogues and websites as a channel in the communication process. The study also showed that different COO strategies can be used complementary in the message component in the company´s communication process, with the aim to attain competitive advantage among other companies on the market.
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Riberth, Anna, and Sofia Ericsson. "COO - How do they do? : Swedish Fashion Brands' Exploitation of the Country-of-Origin Effect." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19805.
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Background: Some brands have reached popularity much because of their origin and the "made-in" label can possibly generate a positive differentiating effect to the brand. Adequate examples are the British Burberry or the Italian Gucci, the French Chanel or the American Apple. All these brands strategically communicate their origin as part of their brand and the inspiration for this thesis arose form the Country-of-Origin phenomenon in international marketing (COO). This refers to that brands use cues related to their origin as a component of their brand message. Even the Swedish origin can be a competitive advantage and more companies could perhaps benefit from turning to a COO strategy, as there is a current trend of being local in a global context. This would promote the using of firms' Swedishness to succeed in establishments on foreign markets. The authors of this thesis believe that if more Swedish companies would clearly distinguish as Swedish this could perhaps also enhance the positive image of Sweden. Therefore, this thesis is exploring to what extent some Swedish fashion apparel brands work with their origin as part of their international marketing. Research Question: How do companies exploit their Country-of-Origin as part of their brand in their international marketing communication? Purpose: The purpose of this thesis is to explore the exploitation of a Country-of-Origin effect in Swedish fashion apparel brands' international marketing. Methodology: The study ha taken a primarily qualitative research design, which has included two research techniques. A pre-study was conducted, that consisted of a focus group interview where the following issues were discussed: the general view of Sweden, Swedish brands and companies, and their examination with the Country-of-Origin label. The pre-study gave important insights that were used in the main study - semi structured interviews with Swedish companies working in the fashion apparel industry. From the whole population of companies in the Swedish fashion industry, a first sample of 57 companies was made. From this sample a second sample of 11 companies was drawn, that represented approximately 20 percent that was argued to be a fair number of respondents to be able to see some patterns. The data from the interviews were analyzed and interpreted in a qualitative analysis procedure that focused on the finding of keywords and patterns. Results: The results showed that a clear majority of the random interviewed companies, 9 of 11 use their COO in their brand and 8 companies said it is a more or less explicit strategy. The exploitation of their COO was made by using country-related cues in their marketing. The reason why these companies have turned to a COO strategy was that it could give them competitive advantages, since there was a positive match between associations of their brand and Sweden. The general conclusion that could be made was that the benefits from using a COO strategy differ with the product and the country. It can also be assumed that more Swedish companies could benefit from realizing the potential in using a COO strategy.
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Motsi, Terence. "The Influence of National Stereotypes on Country Image and Product Country Image: A Social Identity and Consumer Culture Theory Approach." Cleveland State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=csu1472244770.
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Lin, Fenfang. "From 'Made in China' to 'Created in China' : the development of a country brand in the international exporting context." Thesis, University of Edinburgh, 2014. http://hdl.handle.net/1842/21048.
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Globalisation has created a world where countries compete with each other over trading. Historically, emerging countries started with a negative brand image to enhance exporting. This is particularly true in the Asian context where a general developmental path has been established by countries such as Japan and South Korea. Their success has gained a strong brand image for their products. China, after launching itself into the global market in the late 70s, has gained an increasing market share of ‘Made in China’ products. The reputation of ‘Made in China’, however, is perceived at low quality mass production of low-tech content, and there are only few Chinese brands which can stand out in the global market. This study explores ‘Made in China’ phenomenon in the global market, especially from the producer’s viewpoint. The literature review provides a background to the research. It covers the studies on Country of Origin (COO) effect, economic development strategies and competitive advantage theories. This research employs a mixed methods strategy that combines both quantitative and qualitative studies. The questionnaire survey was designed to reveal British importers’ perception of ‘Made in China’ products. Netnography and Interview are adopted to investigate the voice from Chinese producers and manufacturers. The design of this research allows for triangulating the findings. The results show the international buyers, i.e. British importers, perceive the biggest advantage for Chinese products is price. Chinese producers’ contributions suggest four themes to represent the current situation of ‘Made in China’, namely the image, price, quality and imitation. In their view the future development lies in ‘Created in China’, which consists of other four themes: creativity, branding, designing and R&D. A model of -From ‘Made in China’ to ‘Created in China’- is developed in this research. This model identifies the major obstacles that impede the development are thin profit and copying. This research shed lights on the study of developing a country brand, especially for the emerging nation like China. For the first time, this research explores the producers’ views to highlight the importance of their roles in a country brand’s development. The findings also have the implications for Chinese policymakers and industrial development agency. It further offers knowledge to the emerging nations who wish to develop their country brand in the international exporting market.
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Schätzle, Sarah [Verfasser]. "Integrating New Developments in Country-of-Origin Research : Three Manuscripts on the Inclusion of New Objects of Evaluation in Country-of-Origin Research / Sarah Schätzle." Berlin : ESCP Europe Wirtschaftshochschule Berlin, 2018. http://d-nb.info/1151905208/34.
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Lindström, Jonathan. "Childbearing among Polish migrant women in Sweden : A country-of-origin and country-of-destination approach." Thesis, Stockholms universitet, Sociologiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-175357.
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This paper examines childbearing among Polish migrant women and their descendants in Sweden. While many studies have focused on immigrants' childbearing in relation to women in the destination country, this study uses a country-of-origin and a country-of-destination approach in order to more thoroughly examine the socialization, selection and adaptation hypotheses. Using a piecewise-exponential model, the transitions to first and second births are analyzed using Swedish register data and the Polish Generations and Gender survey (GGS). The results show that the Polish stayers and the first-generation have relatively similar fertility behavior in the transition to first birth but not in the transition to second birth. However, parts of the similarity in the transition to first birth can be attributed to marital status selection. By examining the 1.5-generation and the second-generation in relation to Swedish natives, it is possible to see fertility convergence across generations, both when it comes to timing and quantum. This study also shows that family migrants have higher risk of having a first child compared to migrants moving for other reasons. However, in the transition to second birth, there is no difference.
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Svensson, Elin, and Amanda Karlsson. "The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106076.
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The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensions of country of origin and the effect it has on consumer affinity, different stereotypes regarding country image as well as different COO-strategies. To answer the research question, this thesis contains a qualitative research approach, with an inductive method and a multiple case study design. We interviewed 3 companies, within 3 different product categories which gave us valuable insights regarding how the Swedishness is communicated to consumers and how the Swedish country image is perceived internationally on different product categories. An analysis was made with the empirical findings together with the theoretical framework, with comparisons between the companies as well as pointing out differences and similarities between the case companies. The overall findings from this thesis is that Sweden holds a positive image internationally and that it is beneficial for companies to promote their Swedishness. The different companies also emphasize different cues in their promotion, to get a match between product category and country image, hence use the Swedishness in different ways.
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Petersson, Rebecka, and Leila Khouja. "Nytt Land - Nya Möjligheter : En kvalitativ studie om etablering på den Spanska marknaden." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16214.
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Internationalisering är en populär trend för svenska företag. För några av dem är det en nödvändig åtgärd för överlevnad och tillväxt. Spanien som marknad är viktig för svenska företag. Vid etablering på den spanska marknaden påverkas svenska företag av vissa förändringar i den rådande miljön. De kan påverkas av ekonomiska, sociala/kulturella, juridiska, politiska och även tekniska faktorer. Företagen har också en marknadsföringsmix att erbjuda som består av produkt, pris, plats och promotion. Denna studie undersöker i vilken grad två av dessa faktorer, produkt och pris måste anpassas eller standardiseras för att passa den spanska marknaden. Författarna undersöker även hur den nya miljön påverkar företagets beslut. Detta är en kvalitativ studie och den bygger på intervjuer via telefon och Skype med två konsulter och två svenska företag som redan är etablerade i Spanien, Filippa K och ORDNING&REDA. Syftet med denna studie är att undersöka i vilken grad de svenska företagen i Spanien anpassar eller standardiserar sina produkter och priser till den nya marknaden. För att kunna dra en slutsats behöver författarna ta reda på hur den spanska marknaden skiljer sig från den svenska. Slutsatsen är att den spanska marknaden inte skiljer sig från den svenska marknaden i så stora drag men olikheter i köpbeteende existerar. Varje företag måste därför inse sitt eget behov av att göra eventuella förändringar, antingen för sina produkter och/eller priser. De undersökta miljöfaktorerna som påverkar ett företags verksamhet i Spanien utgör inte något problem och det är troligtvis därför företagen inte behöver anpassa sina produkter eller priser i stor utsträckning. Den vanligaste delen att anpassa är texterna på produkterna. Men det är viktigt att beakta den nya kultur och affärskultur som råder samt användningen av det spanska språket och katalanska. Det är även viktigt att ta hänsyn till den ekonomiska situationen i Spanien. Svenska företag har en stor konkurrensfördel eftersom de har en mycket positiv country of origin effekt. Författarna uppfattade ett samband mellan de undersökta delarna av marknadsföringsmixen med den rådande miljön vilket resulterar i om företaget väljer att standardiserar eller anpassar.Internationalisation is a popular trend for all companies, not least for Swedish companies. For some it is a necessary action for survival, growth and development. Spain as a market is important to Swedish companies. H&M, Volvo, Saab, IKEA, Ericsson and Scania are some of the already established companies in Spain. During their establishment on the Spanish market, the Swedish companies are faced with certain changes in the environment such as economic, social/cultural, legal, political and also technological factors. The companies has also a marketing mix to offer and to deal with which consists of product, price, place and promotion. This study examines two of these factors, product and price and in which grade these two factors have to be adopted or standardised to the Spanish market. It also studies how the new environment affects the Swedish companies’ to make its decisions. This is a qualitative study and it is based on interviews through telephone and Skype with two consultants and two originally Swedish enterprises that are already established in Spain, Filippa K and ORDNING&REDA. The aim with this study is to investigate in which grade the Swedish companies in Spain need to standardise or adapt its products and prices to the new market. To make a connection the authors need to find out how the Spanish market differs from the Swedish one. The conclusion is that the Spanish market does not differ from the Swedish market in big terms, but different purchasing behaviour exists. Therefore each company has to consider themselves if there is a need to make any changes for their products and price levels. The environmental factors do not pose any difficulties for the companies to operate in Spain and it is probably why the companies which operate there do not need to adapt their products or prices in a big grade. The most common part to adapt is the lyrics on the products. But it is important to consider the different culture in the society and in the business, the use of the Spanish language and the Catalan, and also the economic situation in Spain. The Swedish companies have a great advantage since they have a great country of origin effect. The authors perceived a connection between the examined parts of the marketing mix with the actual environment which concludes in the fact if the companies decide to standardised or adapt.
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Karlsson, Sandra. "Formality in Websites : differences regarding country of origin and market sector." Thesis, University of Skövde, School of Humanities and Informatics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-2230.
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Cöster, Fredrik, Vidar Hwang, and Johan Svensson. "Country of origin : Does it really matter in the current globalization?" Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44044.
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COO is a construct that refers to the country which a consumer associates a certain product or brand as being its source, regardless of where the product is actually produced. Scholars like Magnusson et al. (2011) argue that COO is a salient cue in consumers’ product evaluation and purchase intention. In contrast, Usunier (2006; 2011) and Samiee (2010) criticize the COO effect, by explaining that due to multinational production, integrated worldwide supply chains and global branding there are other cues that have become more salient in consumers’ decision- making process. The purpose of this thesis is to extend the understanding about the relationship of COO in consumers buying process. The research questions followed: To what extent does country of origin influence consumers’ product evaluations and purchase intention? To what extent does the level of involvement affect the relationship between country of origin and consumers’ product evaluation? To what extent does the level of involvement affect the relationship between country of origin and consumers’ purchase intentions. Applying a deductive approach, a quantitative research has been chosen for this thesis involving survey as the source for data collection in order to test this research four main concepts: COO, product evaluation, purchase intention and product involvement. The findings indicated that COO has a significant direct effect in consumers’ product evaluations and purchase intention. The results also indicated on that when consumers’ perceive products to be low involvement, the COO effect is greater in consumers’ decision-making process.
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Омельяненко, Віталій Анатолійович, Виталий Анатольевич Омельяненко, and Vitalii Anatoliiovych Omelianenko. "Міжнародний маркетинг національних брендів на основі використання підходу "Country of Origin"." Thesis, Сумський державний університет, 2013. http://essuir.sumdu.edu.ua/handle/123456789/33405.
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Досвід багатьох підприємств свідчить, що наявність сильного, відомого за межами регіону бренду залучає інвесторів до співробітництва з таким підприємством. Що ж стосується іміджу регіону і країни в цілому, то завжди існував прямий об'єктивний взаємозв'язок – з одного боку, позитивний імідж регіону в очах потенційних партнерів, сприяють просуванню на зовнішні ринки продукції, виробленої на даній території (COO – country of origin), з іншого боку – наявність у регіоні національно та інтернаціонально визнаних брендів підприємств-виробників підвищує імідж регіону в цілому.
При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/33405
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Bodnárová, Tamara. "Implications of the Management's Country of Origin on the Portfolio Performance." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-124860.
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The thesis focuses on the analysis of the portfolio performance of investment funds. It elaborates on the area of investment funds, the role of management and portfolio performance measurement. The aim of the paper is to determine whether there is any impact of the investment fund's country of origin on its level of performance. Another objective is to observe whether the foreign funds' managers are able to generate better returns even in case they allocate the majority of the resources to financial instruments abroad. The analysis compares the performance of funds based on various performance measures. To answer these questions, two Latin American countries, Mexico and Brazil, were chosen for the comparison.
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Hallberg, Annika. "Post-travel consumption : country-of-origin effects of international travel experiences /." Göteborg : Department of business administration, School of economics and commercial law, Göteborg university, 2005. http://catalogue.bnf.fr/ark:/12148/cb40009577m.
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Tran, Sandy, and Lundqvist Elin Andersson. "Made in : en kvantitativ studie om country of origin som kvalitetsindikator." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22028.
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I och med att konsumtionssamhället förbrukar mer än någonsin, har det blivit nödvändigt att flytta produktion till länder med kapacitet att producera höga kvantiteter. Det här har lett till att det blir allt viktigare för företagen att redovisa var produkterna kommer ifrån (COO). "Made in" märkningen är inte ovanlig, och är allmänt känd hos de flesta svenskar. Märkningen kan till och med uppfattas som en kvalitetsstämpel enligt tidigare forskning. Det här gällde dock endast industriländers “Made in” märkning samt för länder vars kulturs speglade konsuments. Men hur ofta COO används vid kvalitetsutvärdering ifrågasätts i rapporten eftersom det finns andra attribut som kan uppfattas som lättare att jämföra, till exempel pris. Pris är en vanlig kvalitetsmätare där konsumenten antar att ett högt pris är ekvivalent med god kvalitet och vice versa. Varumärke är även det ett vanligt attribut att förknippa med en varas kvalitet. Ett varumärke är någon konsument ofta är bekant med, och har byggt ett förtroende till. Både pris, varumärke och COO är alltså faktorer som kan komma att påverka konsumentens kvalitetsuppfattning. Uppsatsen syftar därför till att granska hur svenska konsumenter förhåller sig till COO vid kvalitetsmätning jämfört med attributen pris och varumärke. För att betona COO har vi valt att studera världens mest uppmärksammade "Made in" märkning, vilket är "Made in China". Kina har länge varit känt för att producera enorma kvantiteter mot låga kostnader och har sedan börja av 2000-talet haft en svindlande ekonomisk tillväxt, vilket skapar frågetecken om landet har kommit att bli ett industriland. Vi valde därför att tillägga frågeställningen om svenska konsumenter fortfarande upplever Kina som ett utvecklingsland. För att besvara frågorna utfördes en enkätundersökning där respondenterna fick besvara fjorton frågor om ämnet. Urvalet bestod av arbetande och studerande män och kvinnor i åldrarna 20 till 59 år. Enkätundersökningen gav 187 giltiga enkäter. Svaren resulterade i att COO, enligt respondenterna, var den minst viktiga variabeln vid kvalitetsbedömning. Dock kunde vi se en förändring i attityden hos majoriteten av de yngre respondenterna, samt hos de äldre kvinnorna. De uppfattade inte längre Kina som ett utvecklingsland. Trots det här var Kina det land som främst förknippades med dålig kvalitet enligt respondenterna, vilket ger en antydan om att landet ändå betraktas som ett utvecklingsland. Anledningen till att respondenterna väljer att kalla Kina för ett industriland, men ändå förknippar produkterna med lägre kvalitet kan bero på de kulturella olikheterna, eftersom respondenterna påvisar en viss grad av etnocentrism. För att respondenterna skulle se ett tillverkningsland som bra, ställdes krav på arbetsförhållanden, etik och miljö, som alla tre är frågor som rör kulturella, ekonomiska och politiska aspekter. Det här skapar en diskussion eftersom respondenterna tidigare angivit att tillverkningslandets politik, kultur och ekonomi inte är speciellt viktigt.As the consumption society consumes more than ever, it has become necessary to move production to countries with the capacity to produce high quantities. This has made it important for the companies to report where the products come from (COO). The "Made in" label is not unusual and is generally known by most of the Swedish consumers. The label can even be perceived as a quality stamp according to previous research. However, it only applied to the industrial countries and those countries whose culture are similar to the consumer's. But how often is COO used in quality evaluation is questioned in this report since there are other attributes that can be perceived as easier to compare, for example price. Price is often used as a measurement of quality, where the consumer assumes that a high price is equivalent to good quality and vice versa. Brand is also a common attribute to associate with the quality of a product. Both price, brand and COO are factors that may affect the consumer's quality perception. Therefore, this essay aims to examine how Swedish consumers relate to COO in quality measurement compared to the attributes price and brand. To emphasize COO, we have chosen to study the world's most noticed "Made in" label, which is "Made in China". China has long been known for producing huge quantities for low costs and has since the beginning of 21th had a great economic growth, which creates a question if the country may be an industrial country today. Hence, we chose to add the question to our study, whether Swedish consumers are still experiencing China as a developing country or not. To answer these questions, a questionnaire survey was conducted, in which the respondents were asked to answer fourteen questions on the subject. The selection consisted of working and studying men and women in an aged range of 20 to 59 years old. The survey provided 187 valid questionnaires. The answers resulted in the COO, according to the respondents, being the least important variable in quality assessment. However, one could see a change in the attitude of the majority of the younger respondents, as well as for the older women. They no longer perceived China as a developing country. Despite this, China was the country that was mainly associated with poor quality according to the respondents, which suggests that the country is still considered a developing country. The reason why the respondents choose to call China an industrial country, but still associate the products with lower quality may be due to the cultural differences, since the respondents show a certain degree of ethnocentrism. In order for the respondents to see a manufacturing country as good, demands were made on working conditions, ethics and the environment, which all three are issues related to cultural, economic and political aspects. This creates a discussion since the respondents previously stated that the manufacturing country's politique, culture and economy are not particularly important. This paper will be continued in Swedish.
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Chau, Kim-Hoa, and Neringa Kudevičiūtė. "Beauty Made in China : Country of Origin Effect on Consumers’ Attitudes towards Chinese Cosmetics." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36447.
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Background: The emergence of global markets has created new hurdles for managers of international companies, yet provided with opportunities to take advantage of country of origin and transmit product information via “Made in” label. For many years China has been perceived negatively for a number of reason, though Chinese cosmetics is a new venture for the emerging economy. Purpose: The purpose of this study is to widen the current knowledge of country of origin in the cosmetics industry. The aim was to explore the underlying reasons in the attitude formation of female European millennials towards country of origin of China with regard to cosmetics industry. Method: Focus group discussions have been chosen as the most appropriate research method to fulfil the purpose of the study. Three focus groups consisted of female European millennials were conducted during which the visual aids were shown in order to contribute to answering research questions. A deductive content analysis was used to analyse the data obtained. Conclusion: The results of this study revealed that the attitudes held by female European millennials towards cosmetics made in China are more negatively due to a weak product-countryimage,withsomeexceptions. Thisisconsistentwithprevious studies that China’s country of origin is still perceived as unfavourable. However, new insights have been discovered that respondents do not perceive any country as having a superior expertise in cosmetics, except of France.
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Hansson, Frida. "Att marknadsföra ett företag med hjälp av nationalitet : En studie i hur marknadsföring och varumärkesbyggande med fokus på nationalitet fungerar och uppfattas." Thesis, Uppsala universitet, Institutionen för informatik och media, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-144348.
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Abstract Title: To Market a Company with the Help of Nationality – A study in how marketing and branding works and is being perceived when it focuses on nationality Author: Frida Hansson Subject: Media and Communication Studies C Period: Fall semester 2010 Length: 38 pages Tutor: Else Nygren Aim: Companies and various corporations are always on the hunt for the next big thing in marketing. One idea to market themselves and give them a chance to separate themselves from the cluster of companies aspiring to take your costumers away could be to market themselves with nationality. To investigate why and how some company’s chose to market themselves with nationality, and also study how this kind of marketing is being perceived by customers and non –costumers. Method: The research is conducted through personal interviews with representatives from IKEA and MediaMarkt and also focus group interviews with an association test. Theory: Three theories will be the theoretic base for this essay; nation branding, Country of Origin and Product-Country Images. Main results: For companies marketing with the help of nationality is a good way to separate themselves from other similar companies. Although, they need to be cautious about which country they want to be linked to. Commercials with stereotypes from certain countries are fun, but not when you are the one the commercial are making fun of. Some countries are also seen as better than others when it comes to marketing and branding. If you want to associate your company with a country, you should first se where the potential country ranks for an optimal result. Finally, it is also that presented companies around the world works with this kind of marketing strategy and most of them successfully. Furthermore they work consciously or non-consciously with the three theories. Keywords: nation branding, Country of Origin, Product-Country Images, IKEA and MediaMarkt
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Ericsson, Anna, and Obermayer Erik Linnander. "A study of brand name and country of production congruity : A consumer study – assessed with the example of a Swedish luxury bed manufacturer." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-197577.
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As companies become ever more globalised, manufacture firms choose to outsource production to lower labour cost countries. However, as studies have shown, such a relocation of production may lead to undesirably decreased quality perceptions by consumers as the brand origin and country of production are de-coupled. This quality perception linked to congruity between brand origin and country of production has been studied for various products and product classes, but little has been written about how a luxury bed manufacturer may be affected by this phenomenon known as the country of origin effect. Thus in theory quality perceptions are higher if the brand origin and country of production are congruent and are further amplified if that country is already regarded highly in terms of production competence. In our study, we set out to verify this theory through a consumer-based questionnaire. Our results give strong evidence in support of this theory which is why we ultimately claim, from a theoretical standpoint, that the company we focus on should maintain its production location in Sweden.
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Andersson, Anthon, and Robin Guntell. "Advancing the COO Construct From an Affective Dimension : The Application of Projective Technique." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-47045.
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Master thesis, Master's degree program Marketing, Economic School Linnaeus University, Växjö Sweden, Spring semester 2015. Author: Andersson Anthon, Guntell Robin Tutor: Soniya Billore Examiner: Anders Pehrsson Title: Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique Purpose: The purpose in this article is to break from traditional research and its accompanying cognitive research methods in order to advance the COO field from a more accurate perspective that also involves an affective dimension as well. Design/methodology/approach: Drawing from prior research in the COO field, the methodology accounted for assumptions that were tested in collage technique and ad copy technique. Findings: The results shows that some people only seems to be susceptible to COO influence when communicating emotional CSAs nonverbally, whilst some people only reveal rational CSAs when being cognitively asked about COO influence in a directed manner. As a result, the present findings might suggest that prior research in the academic field might suffer from bias. Practical implications: In the light of COO, managers should bear in mind that some people cannot be targeted with solely rely on a cognitive marketing communication strategy. More specifically, the ad copy technique provides guidelines for appropriate design of advertisements when one consider to serving the brand’s origin as salient cue in consumers’ minds. Originality/value: Advancing the COO construct with using collage technique, this study is to the best our knowledge the second to account for an affective dimension as well.
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Ayala, Daisy Carmen Sarzuri. "A imagem do Brasil: um estudo a partir da perspectiva de consumidores latino-americanos." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-05092016-155417/.
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Os países estão cada vez mais conscientes da importância da sua imagem, dado que, a imagem de um país representa um ativo fundamental nas novas relações econômicas e políticas. Assim, a pesquisa da imagem dos países vem ganhando relevância no campo de estudos de Marketing Internacional. Nesse contexto, o objetivo da presente pesquisa foi: investigar quais são as dimensões que compõem a imagem do Brasil e quais são os fatores que contribuem para sua formação no exterior, especificamente na América Latina. Para atingir esse objetivo, foi realizado uma pesquisa qualitativa aplicando o método ZMET e uma pesquisa quantitativa por meio de um survey junto a uma amostra de 1617 respondentes de nacionalidade mexicana, argentina, equatoriana e boliviana. Os resultados do estudo confirmaram que o construto \"Imagem de país\" compreende três componentes (cognitivo, afetivo e conativo), confirmou-se também que a imagem do Brasil pode ser analisada por uma combinação dos componentes cognitivo, afetivo e conativo, sendo que o cognitivo foi o componente mais fortemente identificado, baseado essencialmente em crenças relacionadas à política, às pessoas do país, aos aspectos socioambientais, à economia, à inovação e à cultura do Brasil. Adicionalmente, os resultados demonstraram que, para os participantes pesquisados (mexicanos, argentinos, equatorianos e bolivianos), a internet e os jornais televisivos foram os dois meios de comunicação mais importantes para obter informações sobre o Brasil. Portanto, os meios de comunicação desempenham um papel muito importante na formação da imagem do Brasil na América LatinaThe countries are increasingly aware of the importance of their image, since the image of a country is a key asset in the new economic and political relations. Thus, the research of the image of the country has been gaining importance in the international marketing field studies. In this context, the objective of this research was: investigate what are the dimensions that contribute to constitute Brazilian country image and what are the factors that helps to form this particular aspect in Latin America. To achieve this goal, we performed a qualitative research applying ZMET method, and a quantitative research through a survey with a sample of 1617 respondents of Mexican nationality, Argentina, Ecuador and Bolivia. The study results confirmed that the construct \"country image\" comprises three components (cognitive, affective and conative), it was confirmed also that the Brazilian image can be analyzed by a combination of components cognitive, affective and conative. Since the cognitive was the most strongly identified component, essentially based on beliefs related to politics, the people of the country, social and environmental aspects, the economy, innovation and culture of Brazil. In addition, the results showed that the participants surveyed (Mexicans, Argentineans, Ecuadorians and Bolivians), the Internet and television news are the two most important media for information about Brazil. Therefore, the media performs one important role in the Brazilian image formation in Latin America
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Chaimanat, Pattanee, and Purit Rackchamroon. "Influences of country of origin in Thai consumers’ buying decision toward beer purchasing." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12841.
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Group number: 2838 Research Questions: Does the country of origin influence Thai consumers’ buying decision towards beer purchasing? What are the consumers’ attitudes and perception towards beer consumption? Purpose: The authors aim to explore the effect of COO towards beer purchasing behavior of Thai consumer. The research study examines the attitudes of Thai consumers in terms of the beer purchasing based on two aspects: foreign and domestic brands. Method: Qualitative approach and quantitative approach was used in order to get the primary data. Questionnaire online were sent out 247 forms to the respondents and get the response 240 forms that could answers the question effectively. Interviews also were conducted with ten beer drinkers. Furthermore, several articles, researches, and literatures were used to strengthen reliability of the paper and improve the validity as well. Conclusion: Based on the study results, country of origin does not affect much in consumers’ buying decision in term of low-involvement products. Also country of origin showed that can influence consumer first purchasing activity. The research also portrayed when consumers have more knowledge or experience other cues such as price and taste have definitely effects in their buying decision more than Country of Origin factors.
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Hanselka, Daniel David. "Economic impact of country-of-origin labeling in the U.S. beef industry." Texas A&M University, 2004. http://hdl.handle.net/1969.1/3242.
Full textAbstract:
Concerns over the total costs assessed to the beef industry from the
implementation of mandatory country-of-origin labeling (COOL) regulations warranted
an investigation into the estimation and distribution of marketing and marginal costs of
production for retail chain stores and distributors, meat packers and processors, cattle
feedlots, cattle backgrounding yards and cow-calf producers. Furthermore, it is thought
the implementation of COOL will impose severe market and social welfare effects on
the participants in the beef industry.
This research focused on two main objectives. The first objective is to provide a
full beef industry cost assessment for implementing COOL regulations based on the
preliminary guidelines for COOL as published by the United States Department of
Agriculture in the proposed rule in October of 2003. Financial and production data was
collected and used from U.S. retail chain stores and distributors, meat packers and
processors, cattle feedlots, and cattle backgrounding yards and stockers. The second
objective was to use the weighted average cost estimates calculated from the data to
determine the magnitude of increases in the demand for retail beef, wholesale beef, fed
cattle, and feeder cattle needed to negate the increase in costs of implementing
mandatory COOL regulations.
An equilibrium displacement model was used to demonstrate the supply and
demand functions and relationships for retail beef, wholesale beef, fed cattle, and feeder
cattle. Estimated elasticities for retail beef, wholesale beef, fed cattle and feeder cattle
were used to calculate the relative changes in price and quantity in response to the
COOL-induced supply and demand shifts. The quantity intercepts from the estimation
of the linear parameters can be used to calculate the increases in consumer demand
needed to negate the increases in costs estimated from the survey results for the retail,
wholesale, fed cattle, and feeder cattle sectors of the beef industry.
A significant cost burden to the beef industry was shown by the weighted
average estimates calculated from the research. Retail chain stores and distributors,
meat packers and processors, cattle feedlots and cattle stockers are expected to see an
increase in marketing and marginal costs of production as a result of implementing
COOL.
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Klint, Olle, and Patrik Löfström. "EU Origin Marking : - A Study of Swedish Meat Consumers." Thesis, Jönköping University, Jönköping International Business School, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-163.
Full textAbstract:
The incentive to investigate the origin of meat products and their related consumer atti-tudes have shown to be a serious and debated topic especially after receiving a lot of focus in media. The specific origin discussed in this thesis lies within the suggestion of introducing an EU origin marking or what also can be referred to as “Made in EU” labelling. During the investigation of whether this creates a negative or positive attitude many factors are needed to be considered. The nationalistic feelings that still exist within the member states is one of the major obstacles but also information and consumer awareness concerning what EU stand for. The focus is on Swedish consumers’ perspective and the effects of implementing “Made in EU” are considered solely on the Swedish market.
The theoretical framework is constructed around the central concept of country of origin (COO) that can be noted as of key relevance when investigating consumer behaviour. An analysis model is also introduced to give a deeper understanding of the connections between findings and the theoretical concepts. The fundamental methodology that was cho-sen in order to investigate these attitudes was found to be through the use of focus groups. These were carried out in combination with a secondary data analysis for the clarification of knowledge concerning the topic.
What results shown from this study and the connected conclusions can be summarised in a few lines. First, Swedish consumers had generally a negative attitude towards introducing this label. The reason was that the consumers on one hand could not associate the origin as EU at the same time as Swedish consumers prefer to buy Swedish meat which is related to the Swedish model. Secondly, the factors brought forward that were influencing the COO shows what the attitude consist of, for instance stereotypes and perception. Thirdly, this research has managed to bring together new findings, previous COO studies with theoretical concepts and thereby created knowledge about Swedish ethnocentrism and cultural and economical aspects the Swedish consumers use when evaluating meat. Finally, the research method and theoretical concepts can be applied to other areas such as different products or countries.
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Gonzalez, Alfonso, and Joakim Trädgårdh. "Svenska och finländska komsumenters attityder gentemot PIIGS-länderna : En studie om Country of origin." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16731.
Full textAbstract:
Syftet med uppsatsen är att undersöka de attityder som svenska och finländska konsumenter har beträffande ursprungslandsinformation, i synnerhet bilden av PIIGS-länderna. Teorierna i uppsatsen utgår ifrån Country of origin och dess effekter samt från tidigare forskning.Uppsatsen har en kvantitativ ansats där en enkätundersökning och statistiska beräkningar utförts. Slutsatserna i denna uppsats är att de svenska och finländska konsumenterna generellt inte tar hänsyn till ursprungslandsinformation. De påvisar även negativa attityder gentemotPIIGS-länderna gällande tillförlitlighet och produktkvalité i jämförelse med deras hemländer.The purpose of this paper is to examine the attitudes that Swedish and Finnish consumers have regarding Country of origin information, in particular the image of the PIIGS countries.The theories in this essay are based on Country of origin and its effects as well as from previous conducted research. The essay has a quantitative approach in which a questionnaire and statistical calculations have been performed. The conclusions of this paper are that the Swedish and Finnish consumers generally do not take Country of origin information into account.They also show negative attitudes towards the PIIGS countries regarding reliability and product quality in comparison to their home countries.
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Gaum, Bernice. "The influence of country of origin on consumers’ quality perception and selection of interior merchandise." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/46275.
Full textAbstract:
The study aimed to explore and describe consumers’ reliance on brands, specifically the
Country of Origin (COO) of brands as a heuristic, i.e. the perceived quality of a selected
category of interior merchandise and to subsequently explain how COO influences
consumers’ quality perceptions and product choices. The study focussed on major
household appliances, due to the prominence of brand names and the COO on these
products. In other interior merchandise product categories such as furniture and textile
products, the brand name and COO is not necessarily that prominent or visible. A survey
was conducted in the Tshwane metropolitan, which is a wealthy urban area in South Africa
and a key role player in the economic sector. The study was conducted in the context of an
emerging economy, where international brands have penetrated the market and made a
wider range of products and brands available to the consumer. The data was collected by
using convenience sampling methods supplemented by snowball sampling. It involved the
self-completion of a structured questionnaire by 450 willing respondents who fit the prerequisite
for the study, i.e. males and females, 25 years and older who belong to the middle
to upper socio-economic group (earn R5000 or more per month) and who have an education
level of grade 12 or higher, regardless of population group. Data analysis involved
descriptive statistics, as well as exploratory factor analysis, specifically Principal Axis
Factoring, using an Oblimin rotation with Kaiser Normalization to determine the underlying
factors associated with the quality indicated by brand names and the associations
consumers make of brand names and specific product characteristics. Calculations of
means, standard deviations, Cronbach’s Alpha, Anova, t-tests and post hoc Sheffe’s tests
were calculated where significant differences between demographics were investigated for
further interpretation.
The study concluded that consumers are relatively brand conscious, men more so than
women and that they are brand familiar in terms of various major household appliance
brands. Quality as the most important branded product meaning were confirmed, as well as
the use of brands as an indicator of performance and functional product attributes, i.e. value
for money. Brands are also frequently used, especially by females, as an indicator of the
product’s environmental and ethical compliances, but less so to infer its status implications.
The study did however confirm younger consumers use brand names to a greater extent to
infer social status than older consumers. It also revealed that the Black and other population
group use brand names as an indication of status characteristics significantly more than
White consumers. Consumers seem to have little knowledge of the COO of brands; they do however have strong stereotypes of Western and Eastern countries as well as South Africa,
where Western countries enjoy more positive stereotypes than the others. These stereotypes
also seem to strongly influence their overall quality perceptions of major household
appliances, especially in terms of durability, performance and prestige. The COO of a brand
can therefore have implications for its brand equity and should be addressed in brand
management and marketing initiatives.Dissertation (MConsumer Science)--University of Pretoria, 2014.
tm2015
Consumer Science
MConsumer Science
Unrestricted
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Khan, Hina. "Country of origin effects on consumer behaviour with specific reference to Pakistan." Thesis, University of Salford, 2006. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.492396.
Full textAbstract:
Research has shown that country of origin (COO) effects do have a measurable influence on consumer preference formation and on purchase decisions. They serve as a cue in evaluating product performance and specific product or service attributes, based on perceptions of country stereotypes and/or on past experiences with products and services from a particular country (Bilkey & Ness, 1982). However, the nature and direction of these effects varies significantly in the marketplace.
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Chen, I.-Jou, and 陳依柔. "Effects of country-of-origin and reverse country-of-origin between product beliefs and destination image." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/7e6m5s.
Full textAbstract:
碩士國立中興大學
行銷學系所
101
The purpose of this study was to explore and examine causal relationships between consumers'' product beliefs, brand attitude and South Korea’s destination image which are represented by two structural models. Quantitative data regarding sample members’ product evaluation of mobile phone or entertainer performance, destination image of South Korea were collected from Taichung International Travel Fair. Two samples consisted of 182 and 184 respondents respectively for functional and hedonic product types were obtained through a combination of purposive and quota sampling procedure. Structural equation modeling and regression analysis were performed to analyze the data. The results of this study showed that respondents’ image of South Korea affects product beliefs, brand attitude and purchase intent. However, reversed effects of the causal relationship which had been revealed in the country-of-origin model were also verified in this study empirically. The reverse country-of-origin model showed that product beliefs and brand attitude of South Korea affect respondents’ image of and travel intention to South Korea. Based on the results, academic implications and managerial applications were consequently discussed.
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Yang, Tzyy-Shiuan, and 楊子萱. "Country of Origin Effects on Product Evaluations：Relevance of Country of Origin, Bias Awareness, and Involvement Levels." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/75768182138795531843.
Full textAbstract:
碩士臺灣大學
商學研究所
98
The present research composed by two studies investigated how consumers with differential involvement and with different bias awareness would base their evaluations of the products with differential country of origin (COO) relevance on valence of COO images. It also examined whether consumers would correct their judgments of the COO-irrelevant products by subtracting COO effects. COO valence effects on product judgments were shown under low involvement conditions regardless of people’s awareness of COO influences and COO-relevance of the target products. High-involvement people also based their product evaluations on valence of COO images when the quality of the target products was relevant to COO irrespective of their bias awareness. For the products whose quality is irrelevant to COO, high-involvement people are anticipated to correct their ratings in a direction opposite to the perceived biasing direction. However, because of ineffectiveness of the bias-priming article, high-involvement people failed to correct the COO bias and rated the COO-irrelevant target products no differently under awareness and unawareness conditions in Study 1. Furthermore, in Study 2, the adjusted bias-priming article primed the legitimacy of COO bias and emphasized the importance of COO on the product judgments; thus, the COO-irrelevant products with positive COO were rated better under awareness condition than under unawareness condition.
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Wu, Kemp, and 吳裕文. "The Study of Country of Origin." Thesis, 1994. http://ndltd.ncl.edu.tw/handle/05116837195851662550.
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Huang, kuan-Lin, and 黃冠霖. "Can Country-of-Consumption Image Compensate Negative Country-of-Origin Effect." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/346z49.
Full textAbstract:
碩士逢甲大學
合作經濟學系
103
This study extends previous research on the concept of country of consumption (Huang & Huang, 2011; Huang & Chiang, 2014) and examines the countering effect of country-of-consumption image on the negative country of origin, particularly for brands from emerping countries,by employing vacuum cleaner and flip-flops as the research products. In specific, this study explores the influence of country of consumotion image on consumers’, product evaluations and purchase intention. Morevoer,consumer product involvement is incorporated in this study as a moderator for its potential impact on consumer’ information processing. TO the ends, the current research adopted a 2(Country of Origin: positive and negative) X2 (consumer countries: both positive and negative) X2 (product involvement: the level of involvement) between-subject quasi-experimental design. The results show that country-of-consumption image can overcome the negative effect of the country of origin ；however,only under the condition of, the principle of consistency. When consumers receive consistent information, that is COO and COC are both perceived positive or negative, they will show higher purchase intention. Keywords: Country-of-Crigin Image、Country-of-Consumption Image、Product Evaluation、Purchase Intention
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"Country-of-Origin Effekt und Länderimage Osteuropas." Wirtschaftsuniversität Wien, 2008. http://epub.wu-wien.ac.at/dyn/dl/diss/epub-wu-01_d78.
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Lin, Shu-hui, and 林淑惠. "Valuing the Effects of Country of Origin." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/05762623354422948137.
Full textAbstract:
碩士國立暨南國際大學
國際企業學系
87
In the international marketing domain, the study of country of origin (COO) effects has been one of main research stream. The literatures about COO effects all sustain that consumers give different evaluations among various countries in the same products. All of these studies indicate that country of origin does indeed affect product evaluations. But previous research did not inquire the value of COO effects, this research take the first step to find out the relative value of COO effects. For the multinational business, they can get the relative value of COO effects, they can make the best pricing strategy for the same product which made from different countries. This research use conjoint analysis to calculate the relative value of COO effects, moreover, we can get the best composition of product. In 1970s, conjoint analysis was first used in marketing research. There are more and more literatures used conjoint analysis to do researches since then. Conjoint analysis is an extremely powerful and useful analysis tool that can help us to determine relative importance of product attributes. It provides a quantitative measure of the relative importance of one attribute as opposed to another. Furthermore, it can reduce the amount of stimuli, it''s more convenience for us to find out the product optimization. This research also want to test consumers'' Ethnocentrism、knowledge of the product、need for cognition、high-low involvement、nationality and brand--well and unknown thesis variables'' impacts toward the value of country of origin. The result of this study found that consumers'' Ethnocentrism、knowledge of the product、need for cognition、nationality and brand--well and unknown did salient impacts on the value of country of origin effects.