Rozprawy doktorskie: „Country image”

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Lee, Chan Woo. "Product-country images : the role of country image in consumers' prototype product evaluation". Thesis, Brunel University, 1997. http://bura.brunel.ac.uk/handle/2438/5222.

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What is the relationship between a country specific image and the image of products made in that country? What is the role of country image in consumers' product valuations? While many of previous studies have examined the COO effects on consumers' overall quality perceptions of products, little work has been done on investigating the relationship between a country specific image, its product image, and consumers' purchase willingness. A prototype car product, with fictitious country of origin from Germany, Italy, Korea and Malaysia, was developed for investigating consumers' perceptions, and for defining the role of country image in consumers product evaluations. In order to generalise research findings to the global context, tests with the questionnaires are conducted from 320 undergraduate students in four countries (United Kingdom, United States, Hong Kong, and Australia). A review of the prior literature on country of origin effects, product-country images, and models of belief-attitude provided two constructs of country of origin (COO) and country of target (COT) as direction of this study. Finally, the literature review enabled the development of three main questions as basis of five hypotheses as follows; (a) Are there significant differences between consumer groups' attitudes toward a specific country and its prototype car products? (b) Are there significant differences between consumer groups' purchase willingness toward products from a specific country? (c) What is the role of country image in consumers' product evaluations? Three sets of hypotheses were tested in this study which were concerned with country image, product image, and purchase willingness as sub-constructs of COO and COT. Two statistical techniques were used to analyse the data - multivariate analysis of variance (MANOVA) and one-way analysis of variance (ANOVA). This study contributes to the body of knowledge on country of origin in a number of specific ways: first, prototypes, rather than existing product are employed as stimuli; second, the construct of country of target (COT) was introduced and was conceptualised as a complement to that of country of origin (COO); and third, the interaction between these three elements is explored. Eventually, the finding of this research confirmed that the COT construct and its effects are potentially very important to the study of the role of country image and to business people exporting products from a particular COO.

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Lee, Chan Woo. "Product-country images the role of country image in consumers' prototype product evaluations /". Online version, 1997. http://ethos.bl.uk/OrderDetails.do?did=1&uin=uk.bl.ethos.336622.

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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 Latina
The 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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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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Ma, Siyuan. "To Utopianize the Mundane: Sound and Image in Country Musicals". Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6112.

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Many consider music, songs, and dance performance as utopian signifiers for cinema, but few has entered the utopian discourse of country musicals, a small genre of cinema usually known as country music films. By closely scrutinizing Pure Country (1992), this thesis aims to reveal how country music—as music numbers and as background cues— integrate and connect the fragmented on-screen world for the country musicals so as to offer audiences a fullness of utopian experience, and how this utopian effect are culturally significant for American audiences due to country music’s unique mechanism of constructing utopia and nostalgia in its past-orientations, sentimentalities, and alleged authenticities. I argue because of the American country music’s internal need for utopia as an individual and social agent, Pure Country, as well as the neo-traditionalism country music defined by Pure Country, reconciles the pop and the old time country music, and also conciliates the tension expressed in such music tastes between the rural and urban communities. This reconciliation makes Pure Country a not so perfect cinematic text for documenting country music’s authenticity and origin, but fully and clearly reflects the utopian meaning of country music on an individual and social level.

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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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Lamelas, Maria del Carmen lopez. "Conceptualising and measuring the influence of corporate image on country of origin image : the case of Spain". Thesis, Brunel University, 2011. http://bura.brunel.ac.uk/handle/2438/5560.

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Place branding scholars and practitioners increasingly highlight the influence that corporate image can exert on the image of the country of origin (COI). Yet, there is remarkably little theoretical and empirical research on this influence. In this qualitative and quantitative study the researcher aims (1) to analyse whether corporate image affects COI; (2) to identify consumer-related and company-related factors that affect the influence of corporate image on COI; (3) to examine the influence of corporate image- (net valence and consistency) and corporate-related factors (number of corporate brands and accessibility) on COI; (4) to investigate the moderating effects of corporate familiarity, business familiarity and consumer ethnocentrism on the influence of corporate image-related factors on COI; and (5) to describe the COI not only in terms of lists of attributes, but also in terms of holistic impressions. This study focuses on the case of Spain and is based on empirical evidence provided by undertaking, firstly, in-depth interviews with 13 place branding experts and, secondly, a face-to-face survey of 300 British people aged 18 and over living in London or Greater London, selected using a multi-stage area sampling technique. The findings reveal (1) the statistically significant positive impact of corporate image on one dimension of COI (political beliefs); (2) six consumer-related (awareness of the corporate brand’s COO; power of the corporate brand image; strength of the corporate brand-country association; brand image fit; brand image unfit; strength of the industry-country association) and four company-related (extent to which the company plays up or down its COO; the company’s international and market visibility; the number of corporate brands operating in the market) factors that influence the impact of corporate image on COI; (3) that corporate image- and corporate-related factors explain collectively 10 per cent or over of variance in the affective dimensions of COI and a smaller proportion of variance in the cognitive dimensions of COI; (4) that business familiarity has a significant effect moderating the influence of net valence on COI; and (5) that tourism is the dominant element of the image that British people have of Spain. Theoretical (conceptual model, first study testing the influence of corporate image on COI) and managerial (guidelines for selecting corporate brands to be included in country branding campaigns) implications of these findings are considered, and finally, limitations of the study and future research directions are suggested.

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Svensson, Elin, i 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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Celis, Sonia. "Sveriges image som varumärkesstrategi : En studie om hur bageriföretag använder sig av Sveriges image för att förstärka sitt varumärke". Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30968.

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Syftet med denna studie är att undersöka hur bageriföretag använder sig av Sveriges image och vilka egenskaper kopplas till deras varumärke. Vidare vill denna studie skapa förståelse på hur ett lands image kan användas som en varumärkesstrategi. Studiens resultat visar att svenska bageriföretag använder sig av olika svenska egenskaper som den svenska flaggan, svensk text och svenska symboler som älgar för att kommunicera deras svenska ursprung i utländska marknader. De intervjuade företag visar att det mest direkta sättet att påverka kommunikationen av deras svenska ursprung är genom förpackningar av deras produkter. Det svenska ursprunget av företagets varumärke och produkter kan ge konkurrensfördelar och hjälpa deras produkter att sticka ut från mängden i marknader som har en positiv respons för svenska livsmedelsprodukter.

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Capellaro, Angélica Ferreira. "O desenvolvimento de marcas setoriais no Brasil: uma análise comparativa". Universidade de São Paulo, 2013. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-23012014-135304/.

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Algumas características de um produto ou serviço podem ser facilmente reproduzidas, contudo o valor de uma marca é um ativo intangível que as empresas buscam e que possibilita a diferenciação em relação aos demais concorrentes de mercado. Muitos estudos analisam outra interferência no processo de decisão de compra: a influência de informações a respeito do país de origem de um bem ou serviço nas atitudes do consumidor (chamada de \"efeito país de origem\"). O efeito país de origem está relacionado à imagem de um país, bem como à sua marca. Muitas empresas, tentando aproveitar o potencial da imagem de seu país de origem, utilizam as marcas de países com o intuito de alavancar suas atividades, ou ainda utilizam uma marca setorial relacionada à imagem de seu país. A presente pesquisa analisou estudos realizados sobre a construção de marcas setoriais e, em virtude dos poucos casos relatados na literatura que abordaram o processo de criação e gestão da marca, a fim de, dessa forma, contribuir para o desenvolvimento teórico desse tipo de estratégia de marca. A pesquisa de campo foi exploratória e qualitativa, sendo utilizados dados secundários e entrevistas em profundidade com agentes da Apex-Brasil, bem como do INPI e de consultores atuantes na área, para a compreensão e aprofundamento da temática. Para análise dos dados, foi utilizada a análise de conteúdo, juntamente com a triangulação dos dados. Como resultados das análises concluiu-se que os processos de desenvolvimentos de marcas setoriais ainda estão em fase de implantação e que a marca têm sido utilizada apenas para alavancar exportações.
Some products\' or services\' characteristics can be easily reproduced, although the brand equity is an intangible asset sought out by the companies and that allows differentiation from other competitors in the market. Many studies analyze interference in the buying decision process: the influence of information about the goods\' or services\' country of origin in consumer\'s attitudes (the so-called \"country of origin effect\"). The country of origin effect is related to the country\'s image as well as its brand. Many companies, trying to benefit from their country of origin image, use brands containing the name of their country in order to leverage their activities. They can also use an industry brand related to their country image. This study intends to analyze in detail some studies about industry\'s brands (or sector brands) because of the few cases reported in the literature about the branding strategy. It also aims to contribute to the theoretical development of this kind of brand strategy, through the purpose of a method for sector branding that could be replicated in different industries and countries. The field research will be exploratory and qualitative, including the use of secondary data and in-depth interviews with Apex-Brasil\'s and INPI\'s agents and consultants to understand the research theme. The data analysis included content analysis and methodological triangulation. The results of the analysis was concluded that the development processes of sector brands are still in the implementation phase and that the mark has been used only to boost exports.

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Chau, Kim-Hoa, i 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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COSTA, CAMILA CARVALHO. "IMPACT OF COUNTRY IMAGE DIMENSIONS ON CONSUMERS ATTITUDES: DIFFERENCES ACROSS PRODUCT CATEGORIES". PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2011. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=19200@1.

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Apesar do grande número de pesquisas realizadas acerca do Efeito do País de Origem (CoO) sobre a atitude dos consumidores em relação aos produtos estrangeiros, este estudo se propõe a dar um passo adiante. Inicialmente foi seguida a recomendação de Roth e Diamantopoulos (2009) acerca da segregação do constructo Imagem de País (CoI) em duas dimensões: cognitiva, formada por aspectos geográficos e humanos; afetiva e conativa (por exemplo, a atitude do consumidor), que foi tratada como resultado das duas anteriores. Ademais, foi construído um modelo explicativo a ser testado com diferentes categorias de produtos: naturais, industrializados e hedônicos, com o objetivo de identificar a existência de efeitos diferenciados a partir das dimensões da Imagem de País em relação a cada uma das categorias de produto. Para tal, foi realizado um levantamento com consumidores franceses, através de um questionário on-line, com o intuito de avaliar os aspectos cognitivos e afetivos da imagem de dois países - Brasil e Alemanha - e a atitude em relação às três categorias de produtos estudadas. Foi utilizada a Modelagem de Equações Estruturais para estimar os parâmetros do modelo e os resultados empíricos corroboram as três hipóteses apresentadas.
Although quite a lot of research has been conducted on the effect of country-of-origin on consumers’ attitudes towards foreign products, this study moves a step beyond. First, we follow Roth and Diamantopoulos’ (2009) recommendation to disentangle country image in terms of its cognitive and affective dimensions, while treating the conative dimension (e.g., attitude) as a result of the former two. Besides, we explicitly disaggregate the cognitive dimension in geographic and human aspects. Additionally, we build an explanatory model with different categories of products – nature-based, industrialized and hedonic – and posit that there are differential effects of the country image dimensions on each particular product category. We run a Web survey to collect data from French consumers on their assessment of cognitive and affective aspects of two countries – Brazil and Germany – and their attitude towards three product categories. Structural equation modeling is used to estimate model parameters. Empirical results corroborate our hypotheses.

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Петрушенко, Юрій Миколайович, Юрий Николаевич Петрушенко, Yurii Mykolaiovych Petrushenko, Світлана Вікторівна Тарасенко, Светлана Викторовна Тарасенко, Svitlana Viktorivna Tarasenko i Tetyana Holets. "Ecological image of the country as the basis for national goodwill creation". Thesis, Видавництво СумДУ, 2009. http://essuir.sumdu.edu.ua/handle/123456789/7949.

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The creation of ecological brand can contribute not only to the development of stable economy, but also to the formation of Ukrainian national identity, a common feeling of the purpose and national pride. All it will help to unite Ukraine through common national idea of economic development. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/7949

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Minussi, Marilia Marin. "The country of origin effect: tracking Brazil’s brand image among italian consumers". reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10886.

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O Brasil se tornou nos últimos anos uma importante economia no cenário global. O país sempre foi visto basicamente como um exportador de commodities; no entanto, devido ao crescimento de investimentos e ao desenvolvimento de diversos setores econômicos, essa imagem mudou e está em processo de reconstrução. As empresas para poderem se diferenciarem e ganharem competitividade, precisam entender profundamente como consumidores percebem e avaliam os produtos brasileiros atualmente. É de extrema importância para o Brasil entender o potencial competitivo para posicionar-se corretamente contra as nações desenvolvidas e altamente industrializadas, bem como contra as gigantes economias emergentes como Rússia, China e Índia. Este estudo explora como um grupo de respondentes italianos avaliam a categoria de cosméticos brasileiros. Foi conduzida uma pesquisa exploratória com o objetivo de identificar dentre quarto categorias diferentes de produtos qual seria analisada em detalhe posteriormente por meio de entrevistas em profundidade. Das 4 categorias diferentes de produtos (vestuário, cosméticos, frutas frescas e carnes) foi selecionada a categoria cosméticos que obteve a menor avaliação geral no estudo exploratório. Após a escolha da categoria a ser analisada, uma pesquisa qualitativa com 7 entrevistas em profundidade com consumidores italianos residentes no Brasil foram realizadas. Das pesquisas realizadas são obtidas as percepções de um grupo de consumidores sobre os atributos e associações psicológicas sobre a categoria de cosméticos brasileiros. A análise será conduzida utilizando 3 componentes para explicar a atitude de consumo: a cognitiva, a conativa e a emocional. Deste modo, os resultados e conclusões são apresentados e explorados. Ademais, um mapa psicológico das atitudes sobre a categoria analisada perante o público estudado será desenvolvido, com o objetivo de pontuar suas forças e fraquezas. Desta análise final será possível ter uma visão ampla das características, bem como dos pontos críticos que precisam ser melhorados no futuro para que o Brasil seja uma nação competitiva na indústria de cosméticos e também algumas questões que podem ser estendidas a outros setores da economia brasileira.

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Ogundipe, Samuel Johnson. "A proposed Model for Country Branding : an experimental Application on Nigeria". Thesis, Högskolan Dalarna, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:du-10397.

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In the era of globalization, countries compete with each other for attention, respect and trust of potential consumers, investors, tourists, media and governments of other nations. Branding is the most powerful tool that a nation can utilize for effective differentiation strategies and for creating competitive advantage over other nations. Unfortunately, not every nations or destination marketers have a broad understanding of the concept of branding and how a country can be successfully branded. Hence, this study has proposed a model that could be used as a valuable guide for country branding. Also the model is recommended for countries struggling with image crisis; on the mission to improve the image internationally. Nigeria is a good example of countries with image crisis; it is one of the most populated countries in the world with a population of about 160 million inhabitants and growth rate of 2.553percent annually. Despite the abundant resources (e.g. coal, petroleum, natural gas etc.) that the nation is endowed with, it is quite disappointing that the population below poverty line is still at the alarming rate of 70percent of the total population. The mismanagement and poor leadership of the nation characterised by corruption, fraud, embezzlement of public fund etc. has culminated into serious image crisis that is slowing down the potential for investment and economic growth. However, there has been series of image rebranding campaigns but no tangible achievement has been recorded. It is quite questionable though, if image rebranding will provide the kind of future that Nigeria envisaged, considering the socio-political situation and the economic imbalance; compounded by the obvious fact that the nation has no known brand. Therefore, this paper argues that there is need to redirect the effort invested on image rebranding to the creation of a unique and competitive brand for the country. It was established from the study that a nation’s brand is capable of improving the reputation of the nation as well as stimulate the expectation of the target audience. However, it was also established from the study that a wrong approach to branding could mislead the target audience and attract negative publicity. Hence, as a contribution of the study to the field of branding, a model was proposed as a functional guide for country branding. Also, considering the abysmal performance of Nigeria’s image in the international community and to strengthen the argument that brand creation is required for the country; an experimental application of the proposed model was conducted using Nigeria as the case country. The first phase of the model suggested a major improvement in the society; this is required to further enhance the strengths of the country and to motivate the much needed community participation and confidence in the brand creation. It is the conclusion of the study that a strong nation brand can offset the image problem if it is built on something concrete, genuine, and uniquely identifiable with the country, capable of connecting to the cognitive psychology of the target audience.

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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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Jonsson, Mimmi, i 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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Kan, Gongjian. "Effect of country image on consumers' hypermarket patronage intention : a cross-cultural study". Rennes 1, 2012. http://www.theses.fr/2012REN1G007.

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Cette thèse explore d’abord les expériences et leçons apprises d’opérations par les distributeurs mondialisés dans les pays d’Extrême-Orient suivies par une discussion de l’effet du pays d’origine sur l’intention des consommateurs de faire ses achats dans les hypermarchés à travers les différentes cultures. Les résultats empiriques dans le cas de la Chine indiquent que l’image du pays d’origine (IPO) n’a qu’un impact indirect sur la fréquentation par les consommateurs en hypermarché alors que, dans le cas de l’Espagne, il semble que l’IPO a une influence directe sur l’intention de fréquenter l’hypermarché. A la fois en Espagne et en Chine, l’IPO a un impact significatif sur l’évaluation des consommateurs basée sur la fonction et sur l’évaluation des consommateurs basée sur l’expérience d’un hypermarché. Ces deux sortes d’évaluation ont des effets significatifs sur l’attitude du consommateur envers la marque vis-à-vis du magasin ciblé. La différence majeure de comportement de fréquentation des hypermarchés entre les consommateurs chinois et espagnols réside dans le fait que les premiers attachent plus d’importance aux attributs liés à l’expérience dans la formation de l’image du magasin et aux référents sociaux dans leurs décisions de magasinage que les autres. De plus, les consommateurs chinois ont une tendance plus ethnocentrique dans leur comportement de magasinage en hypermarché que les Espagnols. Ces résultats de recherche offrent des implications valables aux praticiens aussi bien nationaux qu’internationaux dans leurs choix de marketing stratégique
This dissertation firstly explores the experiences and lessons learned from global retailers’ operation in East Asian countries followed by discussing the effect of country image on consumers’ hypermarket patronage intention across different cultures. The empirical results from China case indicate that country image has only an indirect impact on consumers’ hypermarket patronage intention while in Spain case it seems that country image has direct influence on consumer’ store patronage intention. In both Spain and China, country image has a significant impact on consumers’ function based evaluation and experience based evaluation of a hypermarket store. These two kinds of evaluation have significant effects on consumers’ brand attitude towards the target store. The major difference of hypermarket store patronage behavior between Chinese consumers and Spanish consumers is that the former attaches more importance on experience attributes in formulating their store image and on social referents in making their shopping decisions than the latter. Besides, Chinese consumers have stronger ethnocentric tendency in their hypermarket shopping behavior than Spanish consumers. These research findings offer valuable implications to both domestic and foreign retail practitioners in making their marketing strategies

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Bergström, Albert, i Marcus Snellman. "Länder som varumärken : Hur värderar svenska konsumenter olika varors ursprungsländer?" Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-415048.

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Denna studie undersöker svenska konsumenters värdeuppfattning av fem olika produkter med varierande engagemangsnivå, beroende på produktens tillverkningsland. Detta för att förse företag vilka har svenska konsumenter som kunder med ett kvantitativt underlag på värdeförändringen då likvärdiga produkter har olika ursprungsländer. De produkter som undersöktes var en bil, en högtalare, en T-shirt, en kastrull samt ett kollegieblock. De tillverkningsländer, av varierande utvecklingsgrad, som undersöktes var Sverige, Tyskland, USA, Ryssland och Kina. Studien undersökte även hur ett välkänt varumärke inverkar på den så kallade Country-of-Origin-effekten. Utifrån tidigare forskning och teorier konstruerades hypoteser vilka testades mot data från svenska konsumenter inhämtad genom en internetbaserad enkät. Resultaten påvisade för samtliga produkter en väsentlig skillnad i värdeuppfattning beroende på produktens tillverkningsland, där faktorer som country image samt etnocentrism tycks ha haft en stor inverkan. Vidare visades att ett välkänt varumärke minskade Country-of-origin-effekten, dock endast för produkter av högre engagemangsnivå.

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Gumpo, Sibonokuhle. "Branding a country : the case of Zimbabwe". University of South Africa, 2005. http://hdl.handle.net/10500/166.

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ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies that perhaps frustrated by lack of pure strategy capacity to sell to governments, have fallen into the habit of i Sibonokuhle GUMPO - 34462481 pandering to this misconception and simply selling logos and slogans to any government prepared to buy them (Anholt, 2003). However faced with the urgent need to address the crippling impact of a negative image, countries like Zimbabwe cannot simply wait and expect things to turn out for the better. Kotler et al (1993) stress that places are not able to respond to negative images concerning their nations as quickly as negative perceptions are built, be it through media, word of mouth or other channels. As a result the importance of a pro-active response cannot be overemphasized. This study explores the current negative image of Zimbabwe and tries to define the root or source of this negative image. Having defined or spelt out what is thought to be the problem, the researcher than explores possible ways of how the stakeholders of Zimbabwe can rebrand their country reflecting on known success stories. Kotler et al (1993) contend that the central tenet of marketing places is that in spite of the powerful internal and external forces that buffet them, places have within their collective resources and people the capacity to improve their relative competitive positions. Zimbabweans in general believe that their situation has been sensationalised by the media and is not a reflection of what is on the ground. By adopting a proactive stance in rebranding their country, Zimbabweans will perhaps finally realise that when it comes to image, “being in possession of the truth is not enough, the truth has to be sold” (Anholt,all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies that perhaps frustrated by lack of pure strategy capacity to sell to governments, have fallen into the habit of i Sibonokuhle GUMPO - 34462481 pandering to this misconception and simply selling logos and slogans to any government prepared to buy them (Anholt, 2003). However faced with the urgent need to address the crippling impact of a negative image, countries like Zimbabwe cannot simply wait and expect things to turn out for the better. Kotler et al (1993) stress that places are not able to respond to negative images concerning their nations as quickly as negative perceptions are built, be it through media, word of mouth or other channels. As a result the importance of a pro-active response cannot be overemphasized. This study explores the current negative image of Zimbabwe and tries to define the root or source of this negative image. Having defined or spelt out what is thought to be the problem, the researcher than explores possible ways of how the stakeholders of Zimbabwe can rebrand their country reflecting on known success stories. Kotler et al (1993) contend that the central tenet of marketing places is that in spite of the powerful internal and external forces that buffet them, places have within their collective resources and people the capacity to improve their relative competitive positions. Zimbabweans in general believe that their situation has been sensationalised by the media and is not a reflection of what is on the ground. By adopting a proactive stance in rebranding their country, Zimbabweans will perhaps finally realise that when it comes to image, “being in possession of the truth is not enough, the truth has to be sold” (Anholt,
Graduate School of Business Leadership
MBL

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Montanari, Maria Gabriela. "O valor de uma marca-país e as conações em relação ao país: um estudo com consumidores estrangeiros sobre o Brasil". Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-02092015-101213/.

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Em um comércio internacional globalizado, tecnológico, dinâmico e competitivo, o conceito de marca passou a ser aplicado aos países, surgindo o termo marca-país. As nações passaram a ser vistas e a agir como marcas, a fim de adquirir vantagem competitiva e se desenvolver em grande escala. Uma marca-país deve ser forte e agregar valor aos seus consumidores estimulando e atraindo turistas, moradores, investidores e compradores ao país para ser bem sucedida nesse cenário. Para isso, é necessário um processo de nation branding (gestão de marca-país) bem estruturado. Mais ainda, uma marca-país deve ser capaz de provocar reações e intenções comportamentais nos consumidores internacionais, as denominadas conações em relação a um país e que abrangem o vínculo com tal país, a vontade de viajar, investir, fazer negócios, trabalhar e adquirir produtos e serviços provenientes dele. Deste modo, esta pesquisa teve como objetivo verificar a existência da relação entre o valor da marca-país do Brasil e as conações em relação a este país. O Brasil é um país emergente, cujo potencial da marca-país é grande, mas pouco estudado. O estudo foi iniciado por uma revisão de literatura sobre imagem de país e efeito país de origem, conações em relação a um país, marca-país e valor de marca-país. Em seguida, a partir de dados primários coletados por meio de um levantamento com 202 consumidores estrangeiros- mais especificamente com estudantes de universidades internacionais vinculados à Universidade de São Paulo (USP) por programas de intercâmbio, foi realizado um estudo quantitativo e descritivo. Este utilizou a técnica de modelagem de equações estruturais, que permite verificar a relação de dependência entre a conação do Brasil e o valor de sua marca. Verificou-se por meio dessa análise que o valor de marca-país do Brasil é um construto muldimensional, formado por três dimensões: qualidade percebida, imagem macro técnica e lealdade, que se inter-relacionam de maneira positiva, bem como se agrupam para formar o construto de valor de marca-país do Brasil. Finalmente, averiguou-se que o valor de marca-país do Brasil influencia positivamente as conações em relação ao país, em termos de investimentos, negócios e trabalho. Esses resultados fornecem informações valiosas que podem colaborar com o governo para desenvolvimento estratégico de ações para a melhora e o crescimento da marca e da imagem dos países (principalmente do Brasil), pois é possível notar que investir em marca-país e na sua gestão traz retornos para o país. Por exemplo, os governos podem ajustar os programas de marketing voltados aos consumidores internacionais e à venda de produtos no exterior; modificar as campanhas de divulgação de marcas brasileiras internacionalmente e oferecer subsídios e facilidades para investimentos e negócios com o Brasil. Além disso, a pesquisa proporcionou reflexões teóricas para pesquisas na área de imagem de país e valor de marca-país.
In a globalized, technological, dynamic, and competitive international trade, the brand concept is now applied to countries, making arise the term country brand. The nations are now seen and act as brands, in order to gain competitive advantage and develop in large scale.A country brand should be strong and add value to their consumers stimulating and attracting tourists, residents, investors and buyers to the country to be successful in this scenario. For this, a well-structured process of nation branding is needed. Moreover, one country brand must be able to provoke reactions and behavioral intentions in international consumers, which are called country specific conations, and it comprises ties with the country, the desire to travel, to invest, to do business with, to work and to purchase goods and services from a country. Thus, this study aimed to verify the existence of the relationship between the country brand equity of Brazil and the country specific conations regarding this country. Brazil is an emerging country whose potential of the country branding is great, but little studied.The study was initiated by a literature review on country image and country of origin effect, country specific conations, country brand and country brand equity. Then, based on primary data collected through a survey of 202 foreign consumers - more specifically with students from foreign universities accredited with the University of São Paulo (USP) in exchange programs, it was conducted a quantitative and descriptive study. This was used the technique of structural equation modeling, which allows to check the dependency relationship between country specific conations of Brazil and its country brand equity. This analysis showed that the country brand equity of Brazil is a muldimensional construct made of three dimensions: perceived quality, macro technique image and loyalty, which are interrelate in a positive way and relate to form the construct of Brazil country brand equity. Finally, it was found that the country equity of Brazil has a positive influence over the country specific conations, in terms of investment, business and labor. These results provide valuable information that can collaborate with the government to develop strategic actions for the improvement and growth of the brand and image of countries (mainly Brazil), because it is possible to note that invest in country brand and its management brings returns to the country. For example, governments can adjust the marketing programs geared to international consumers and the sale of products abroad; modify the publicity campaigns of Brazilian brands internationally and offer subsidies and facilities for investment and business with Brazil. In addition, the research provided theoretical reflections for research in the country image area and country brand equity.

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Waltrick, Davi Rogerio. "Country of Origin Image Appeals and the Purchase Propensity of Consumers : An experimental study". Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42566.

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The purpose of this paper is to investigate how dimensions of Country of Origin Image (COI) can impact the purchase propensity of consumers. Drawing on the literature of international marketing, consumer behaviour, and social psychology, an experiment with a three-product category (experiential, functional, and symbolic) was designed to analyse purchase propensity of Swedish consumers for Brazilian products. To collect the data, Swedish consumers divided into three groups were part of the experiment. Each group had contact with one product category having five advertisements with different appeals, answering a survey sent via e-mail. Overall, COI appeals was found to have a higher purchase propensity benefit than no COI. Evidence was found that dimensions have different purchase propensity benefit among the product categories. The findings offer evidence that in a cultural distance setting, COI appeals should be implemented for the increase of purchase propensity, with adaptation based on context.

Due to the Coronavirus pandemic, the presentation took place on-line, in a Zoom conference.

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Cadorin, Gilda <1988&gt. "Country image and reputation economy:a comparative analysis of Marca España and Made in Italy". Master's Degree Thesis, Università Ca' Foscari Venezia, 2014. http://hdl.handle.net/10579/4295.

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Questo elaborato finale intende focalizzarsi su l'analisi comparativa di due brands di portata internazionale relazionati al concetto di immagine paese (country-image). In un mondo sempre più globalizzato e competitivo, l'immagine e la reputazione dei paesi sono diventati elementi strategici nella gestione del sistema-paese, tanto da essere inseriti in alcune agende di governo. Infatti, una country-image stabile svolge un ruolo determinante, in quanto rassicura sia i cittadini che gli stakeholders internazionali, influenzando positivamente una grande varietà di fattori come esportazioni, investimenti esteri, turismo e la possibilità di organizzazione grande eventi internazionali. La tesi cercherà di esaminare l'evoluzione storica e le caratteristiche dei brands di Italia e Spagna, ovvero il “Made in Italy” e la “Marca España”, comparandoli tra loro ed evidenziando quanto sia incrementata la loro importanza, soprattutto in un contesto di crisi economica come quello odierno. Infatti, è noto che sia la Spagna che l' Italia abbiano delle buone potenzialità per essere sempre più competitive a livello internazionale e leader mondiali in molti settori tradizionali come moda, turismo e agroalimentare. L'obiettivo è dimostrare che oltre agli effetti negativi della crisi, esistono in due paesi dell'Europa meridionale delle iniziative o imprese di successo che a volte vengono sottovalutate dai media. Per quanto riguarda la Spagna, dal 2002 il governo ha creato un' iniziativa denominata Proyecto Marca España che cerca di promuovere un'immagine positiva e innovativa del paese con la finalità di incentivare e facilitare l'internazionalizzazione dei prodotti spagnoli. Con la crisi degli ultimi anni, questo progetto ha ottenuto un maggiore interesse e svolge un ruolo centrale nell'agenda del governo. L'obiettivo è promuovere casi di successo imprenditoriale spagnolo non solo nei classici settori tradizionali come il turismo, ma anche in nuovi ambiti come ad esempio le nuove tecnologie. Il progetto prevede la collaborazione del Real Instituto Elcano e il Foro de Marcas Renombradas Españolas, un' associazione comprendente quasi cento imprese spagnole con proiezione internazionale. Nel caso dell'Italia, la nascita del brand del “Made in Italy” è meno recente e affonda le proprie radici nella lunga tradizione e cultura italiana dell'artigianato che raggiunge il proprio apice in seguito alla grande fioritura della moda italiana negli anni '60 -'70. Successivamente, la qualità del “Made in Italy” è andata consolidandosi fino al raggiungimento di un riconoscimento mondiale come uno dei marchi più conosciuti e prestigiosi al mondo. Tuttavia, nel corso della storia il “Made in Italy” ha perso slancio e vi sono stati anche interventi del governo che hanno cercato di salvaguardare i prodotti italiani tramite delle leggi di regolamentazione. Inoltre, in questo periodo di recessione economica, sembra muoversi un ritrovato interesse italiano verso il “”Made in Italy”, che sembra possa essere il motore di traino della nostra economia grazie al continuo apprezzamento all'estero dei nostri prodotti che incrementano le esportazioni. In conclusione, sia la recente “Marca España” che il più storico “Made in Italy” sono caratterizzati sia da punti di forza su cui puntare, attraverso la valorizzare e promozione, ma anche da elementi critici da migliore con l'innovazione considerandolo forse un primo passo per rivitalizzare l'economia dei due paesi.

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Dias, Catarina Mendeiros Casquilho Simões. "A imagem da marca Portugal nas comunidades de portugueses no estrangeiro". Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10160.

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Mestrado em Marketing
A gestão das percepções e da imagem de um país tem sido um tema, cada vez mais, recorrente não só na literatura como também na agenda da maioría dos governos. Adoptar estratégias de branding nacional tornou-se um imperativo estratégico. Muitos são os factores que contribuem para a formação de percepções sobre os países, nomeadamente a informação que se tem sobre esse país os seus produtos, a cultura, o grau de conhecimento e afectividade. No caso de Portugal esta questão tem grande relevância, e um dos activos com que Portugal poderá contar na divulgação do país, no consumo de produtos Portugueses, ou mesmo em potenciais investimentos, é a enorme comunidade de Portugueses no estrangeiro. A presente investigação centra-se na pesquisa da identificação da imagem desta comunidade em relação a Portugal e aos produtos Portugueses. Considerando que este é um mercado com potencial, vamos analisar quais os laços que mantêm com Portugal, a forma como podem contribuir para o aumento das exportações e para a divulgação de Portugal nos países onde residem. A metodologia utilizada para este estudo foi a quantitativa com recurso à técnica de amostragem não probabilística, por conveniência. Os resultados obtidos demonstram uma forte afectividade e relação com Portugal e o interesse em consumir produtos Portugueses, sendo que os principais problemas encontrados estão relacionados com a conveniência e comunicação destes.
The management of image and perceptions of a country has been a topic increasingly applicant not only literature but also on the agenda of most Governments. There are many factors that contribute to the formation of perceptions about the countries, in particular the information about the country and its products, culture, the degree of knowledge and affectivity. In the case of Portugal this question has great relevance. One active that Portugal can count with, in the promotion of the country, in the consumption of Portuguese products, or in the promotion of foreign direct investment, is the huge community of Portuguese people living abroad. This research focused the investigation of the image that this community has of Portugal and the Portuguese products. Considering that this market has potential, we would like to know what links they still have with Portugal, and also how these can contribute to the increase of Portuguese exports and the promotion of Portugal in the countries where they live. The methodology used for this study was the quantitative sampling technique using non-probability, for convenience. The results obtained demonstrate strong emotional links with Portugal and interest in consuming Portuguese products, being the main problems related to, the convenience to access markets channels distribution and products communication.

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Meas, Thong. "THE EFFECTS OF COUNTRY OF ORIGIN IMAGE AND PATRIOTISM ON CONSUMER PREFERENCE FOR DOMESTIC VERSUS IMPORTED BEEF". UKnowledge, 2014. http://uknowledge.uky.edu/agecon_etds/27.

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Country of origin (COO) effect is a well-researched topic in the international marketing literature. It is well recognized that consumers are biased against imports, due to consumer ethnocentrism or patriotism tendency. However, the research on COO effects also suggests that consumers form certain image of origin countries (COO image) and favorable image, be it associated with the countries, their people, or general product quality, improves the evaluation and acceptance of foreign imports. The publications related to COO effects which focus on consumer durables are abundant. However, the contrasting COO effects on food products are much less investigated. This study surveys British consumers’ preference for domestic versus imported beef. Like previous studies, a strong preference for domestic beef was found. Furthermore, individual characteristics which potentially influence such preference were examined. Using scores on consumer patriotism and COO image perception as interacting individual characteristics in the choice models, it was found that stronger preference against imports was linked to higher level of the respondents perceived patriotic sentiment toward their home country, while better COO image improved the likelihood of the foreign country’s beef being selected. Marketing and policy implications are discussed.

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Oliveira, Sara Margarida Carvalho de. "Portugal as a country exporting talent: image of young high-skilled Portuguese people working outside Portugal". Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11611.

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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 Economics
Portugal is the third country of the seventeen European countries with the highest unemployment rate and one of the three with the highest increases in the current years (Eurostat, 2013). The purpose of this thesis is to understand the image of young high-skilled Portuguese people working outside their country-of-origin and how this image can be improved in order to increase the opportunities of having a successful career abroad, as Portugal cannot currently offer those opportunities. We conducted a marketing research study targeting high-skilled Portuguese people working abroad (HSPWA), organized in two phases: 1) a pilot study and 2) a questionnaire with open-ended questions on 65 HSPWA. The main conclusions are: a) the initial image of young high-skilled Portuguese workers is not very good, partially because of the country-of-origin (COO) effect; b) because expectations are low and performance is higher than expected, HSPWA are able to inverse the initial perception and “erase” the COO effect.

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27

CHOU, HSIAO-HAN, i 鄒筱涵. "MEASURES IN COUNTRY IMAGE". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/05774667065447844738.

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28

Che-HsiangYang i 楊喆翔. "The Effects of General Country Image, Country Product Image and Affective Country Image on Brand Image, Perceived Quality and Purchase Intention－The Case of Apparel Brands". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/kes64z.

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碩士
國立成功大學
企業管理學系
102
There is much research suggesting that the country of origin has an effect on product evaluation and brand equity, but most of them focus on the cognitive components of country image. Little empirical study has focus on the effecst of both cognitive and affective components of country image on the product evaluation. And some literatures focus on the effect of country image on general evaluation of products manufactured by that country, brand name cue is ignored. This study was designed to investigate the role of general country image (GCI), country product image (CPI), affective country image (ACI) and brand image (BI) in consumer evaluation of apparel brands. Survey data were collected from residents of Taiwan. A total of 277 respondents evaluated different product combinations (COM / brand) in apparel category. Relationships between constructs were tested using structural equation modeling. The results of this study confirmed that general country image, country product image and affective country image have positive impact on brand image, but the general country image has more impact on brand image than do country product image and affective country image. The study also shows that general country image and country product image exert positive impact on perceived quality. Finally, the results support the conclusion that affective country image is positively related to purchase intention. According to the results, the brand managers should take into account the general country image, country product image and affective country image when decide the manufacturing locations and could seek to reinforce the brand image by changing the country of manufacture. Furthermore, there are implications for national governments to manage their country images.

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29

Nominkhorloo, Byambachuluun, i 貝米可. "The Influence on Country Image to Country Product Image and Service Satisfaction- An Example of Mongolia". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/q68d42.

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碩士
中國文化大學
觀光事業學系
105
One of the most important part of Airline industry is Airport. Passenger needs Airport to move places to another place rapidly conveniently and safety. Tourism and Airline industry is all of from service. Earlier studies of airport service levels focused on operational standards defined by queuing time, service lead time, space, physical facilities, and so on. However, there is a move towards a more passenger-orientated mindset, which is a welcome change for today’s highly competitive air transport market. The overall airport experience perceived and recollected by international travelers may have a significant impact by either promoting or discouraging the further development of international tourism and business activities in the corresponding country. Stronger consumer awareness means that passengers pay more attention to the details of services. The purpose of this study is to explore the country image is influenced airport service satisfaction. This study applied a quantitative method that surveyed Foreigners who have been visited in Mongolia also to know about Mongolian International airport. Moreover this study also found that service quality of airport has a relationship with Mongolian country image, and improving International airport’s service. Study method collects questionnaires from 300 foreigners living in Taiwan and the data is analyzed by conjoint analysis method. Country Image and Product Image is dependent variable, Airport service satisfaction is dependent variable.

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30

Huang, kuan-Lin, i 黃冠霖. "Can Country-of-Consumption Image Compensate Negative Country-of-Origin Effect". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/346z49.

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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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31

Sousa, Ana Daniela Ferreira Antunes de Sousa. "Country Image: Pride or Prejudice? The influence of country image on consumer’s purchase, visit and investment intentions". Doctoral thesis, 2019. http://hdl.handle.net/1822/65922.

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Tese de Doutoramento em Marketing e Estratégia
The present thesis aims to understand the relationship between Country Image (CI) and its influence on leveraging domestic products, travelling and investing by domestic and foreign consumers, considering the moderating effect of several variables, in the global market. The study was conducted in the Portuguese market and focused on the Portugal CI. The investigation encompassed two phases: Phase One consisted of an exploratory study aimed at identifying the associations consumers make between countries and products and vice-versa and exploring the effect of ethnocentrism in consumer preference of domestic versus foreign products and Country-of-Origin (COO) familiarity in international products/brands recognition. To accomplish this purpose, a questionnaire was distributed, and data was collected cross-nationally, through a sample of graduate students in the USA and Portugal. This exploratory phase also contemplated in-depth interviews with the main responsible for the management of Portugal CI. The results of the interviews helped to identify the current state of Portuguese CI as well as the most representative product categories assessed in Phase Two. Phase Two included two studies. Study One aimed to understand the influence of country personality dimensions and the moderating effect of product involvement on domestic and foreign consumers’ purchase, visit and investment intentions. The perceptions of 337 European and 448 domestic consumers were collected through a questionnaire. Findings indicate that country personality can be explained by a five-dimensions structure that influences consumer’s behavioural intentions, both positively and negatively. This influence decreases when the consumer is more involved with the selected product. Study Two aimed to understand the influence of CI dimensions on consumers’ intention to purchase Portuguese products, visit and invest in Portugal, considering the following moderating effects: familiarity, involvement, ethnocentrism, cosmopolitanism and materialism. The perceptions of 329 European and 436 domestic consumers were collected through a questionnaire. Findings suggested that the cognitive and the affective dimensions of CI influence domestic and European consumer’s behavioural intentions towards Portugal. Overall, this thesis contributes to the literature by understanding the relationship between country cognitions, country affect and country personality and consumers’ purchase, visit and investment intentions, considering the effects of familiarity, involvement, ethnocentrism, cosmopolitanism and materialism. Finally, this work presents implications for practice and identifies opportunities for future research.
A presente tese tem como objetivo compreender a relação entre a Imagem do País (CI) e a sua influência na alavancagem dos produtos nacionais, viajar e investir por consumidores domésticos e estrangeiros, considerando o efeito moderador de diversas variáveis, no mercado global. O estudo foi realizado no mercado português e focado na Imagem de Portugal. A investigação abrangeu duas fases: a primeira fase consistiu num estudo exploratório com o objetivo de identificar as associações que os consumidores fazem entre países e produtos e vice-versa, explorar o efeito do etnocentrismo na preferência do consumidor por produtos domésticos versus produtos estrangeiros e o efeito da familiaridade com o país de origem no reconhecimento de produtos/marcas internacionais. Foi distribuído um questionário a uma amostra de estudantes dos EUA e de Portugal. Esta fase exploratória também contemplou entrevistas em profundidade com os principais responsáveis pela gestão da CI. Os resultados ajudaram a identificar o estado atual da CI, bem como as categorias de produtos mais representativas avaliadas na segunda fase. A segunda fase incluiu dois estudos. O Estudo Um teve como objetivo compreender a influência da personalidade do País e o efeito moderador do envolvimento com o produto nas intenções de compra, visita e investimento dos consumidores domésticos e estrangeiros. As perceções de 337 consumidores europeus e 448 consumidores domésticos foram recolhidas através de um questionário. Os resultados sugerem que a personalidade do País pode ser explicada por uma estrutura de cinco dimensões que influencia as intenções comportamentais dos consumidores, tanto positiva como negativamente. Esta influência diminui quando o consumidor está mais envolvido com o produto selecionado. O Estudo Dois teve como objetivo compreender a influência das dimensões da CI nas intenções dos consumidores de comprar produtos portugueses, visitar e investir em Portugal, considerando os seguintes efeitos moderadores: familiaridade, envolvimento, etnocentrismo, cosmopolitismo e materialismo. As perceções de 329 consumidores europeus e 436 consumidores domésticos foram recolhidas através de um questionário. Os resultados sugerem que as dimensões cognitiva e afetiva da CI influenciam as intenções comportamentais dos consumidores domésticos e europeus em relação a Portugal. Esta tese contribui para a teoria compreendendo a relação entre as cognições, o afeto e a personalidade do País, e as intenções comportamentais dos consumidores, considerando os diferentes efeitos moderadores. O trabalho apresenta ainda contributos para a gestão e identifica oportunidades para investigações futuras.

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32

Chen, Chien-Chung, i 陳建忠. "The Study of the Relationships among Brand Image, Corporate Image, Country - of - Origin Image". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/80427109049725029868.

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碩士
淡江大學
企業管理學系碩士在職專班
101
Image is important. Past studies mostly focus on the relation of brand image with corporate image or brand image with country of origin image. This study will use smartphones (iPhone series/Galaxy series) for the subject to research brand image, corporate image, country of origin image and take product involvement as a moderator variable to analyze the three images’ correlation. The study by the smartphone products, to explore the brand image, corporate image, country of origin image connected between each other and products involved in the interference effect. Take the "convenience sampling" sampling, and use the internet questionnaire over the internet with the issuance of the questionnaire, of explore by measuring the difference between the brand image, corporate image, country of origin image. After empirical analysis, the findings are summarized as follows: 1. The relationship between brand image and corporate image is positive. 2. The relationship for the country of origin image to the corporate image is is positive. 3. The relationship for the country of origin image to the brand image is positive. 4. Product involvement does not have the effects of interference on the association between the brand image and corporate image.

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33

Yuan, Hua-wen, i 袁華文. "The Study of Proeduct Country Image Effect". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/71598821112813263682.

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碩士
淡江大學
國際貿易學系
84
Product country image effect has long been a primary research topic for international marketing researchers.Studies on this subject began in the 1960''s and it has been receiving increasing attention as international trade and enterprise internationalization become unstoppable trends.This paper focuses on product country image effect using cosmetics from France,U.S.A. and Japan as the chosen empirical products. Primary data needed for the study werecollected according to stratified random sampling method. Questionnaires weredistributed to each stratum proportionally. Statistical methods used in thisstudy are :frequency distribution ,analysis of variance, Scheffe test,principal component analysis,stepwise regression and linear structural relation(LISREL). Main findings of this thesis are:Hierarchy of biases is proven to exist in many aspects.2. nt cosmetics country image are quality and skill.3.The role that product country image plays conforms to the halo effect model.4.Education and personal income are the only two demographic variables that affect consumer''s evaluation of French cosmetic.

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34

LI, YI-JIE, i 李依潔. "The effect of country image on product evaluation". Thesis, 1992. http://ndltd.ncl.edu.tw/handle/44736891605471430150.

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35

Ko, Yi-Ting, i 柯宜廷. "The Impact of Country of Design Image and Country of Manufacture Image on Consumer’s Perceived Quality、Product Attitude and Purchase Intention". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/06093015895727311919.

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碩士
淡江大學
國際商學碩士在職專班
100
In the globalization era, enterprises segment the business processes, such as R&D, manufacturing, logistics, marketing, and service, based on local advantages to optimize overall profit. This also leads to the generation of hybrid products （products designed in one country and manufactured in another.）This study presents an extension work by decomposing the concept of Country-of-Origin（COO）image into two components: Country of Design（COD） image and Country of Manufacture（COM）image and test the influence of COD image and COM image on customer’s perceived quality, product attitude and purchase intention of hybrid products. Relationships between constructs（COD image, COM image, perceived quality, product attitude and purchase intention）are hypothesized and data are collected via convenience sampling survey on Taiwan market. Each of the 394 respondents evaluated different combinations（COD/COM image）for high involvement and symbolic meanings product（Volkswagen automobiles）. All hypotheses are tested using Structural Equation Modeling（SEM）analysis. The result of analysis experiment of this study indicates the following findings: 1.COD image and COM image have obvious influence on customer’s perceived quality and product attitude when automobiles are manufactured in different countries. 2.COD image and COM image via perceived quality and product attitude as intermediary exert significant effects on purchase intention when automobiles are manufactured in different countries.

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36

Lu, Tsung-Che, i 呂宗哲. "Effects of Country of Origin Image and Exotic Food Image on Purchase Intention". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/36244026586649299418.

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碩士
高雄餐旅學院
餐旅管理研究所在職專班
97
This study was aimed to investigate the effects of country of origin iamge and exotic food image on purchase intention for Japanese and Thai cuisines. A total of 500 quiestionnaires were distributed in Taiwan from May to July of 2008, by using a snowballing approach, which resulted in 367 valid surveys, yeilding a response rate of 73.4%. The findings showed that the majority of participants were unmarried female, in the 21-30-year-old age group, and with monthly income less than NT $50000 dollar. In addition, results illustrated that participants held different views about Japanese and Thai cuisines. They perceived Japan as a high developed country with a better quality of products, a high quality of life, and a competitive educational system. On the other hand, they regarded Thailand as a country with a special religious, lifestyle, and culture. Furthermore, participants indicated that they preferred to experience exotic food tastes and food-consumption practices while trying exotic cuisines. For example, restaurants can display the original country culture for customers to have exotic experiences. Overall, the evaluations of country of origin image and exotic food image were positively realted to respondents’ purchase intentions for Japanese and Thai cuisines.

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37

Anwar, Samsul, i 安華山. "Effect of Country Image, Ethnocentrism and Country of Origin on Purchase Intention an Electronic Product". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/75461927814126177638.

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碩士
國立臺南大學
科技管理研究所碩士班
99
Most of developing and especially underdeveloped countries have the problems with the economic growth because they face the problems of finding the market for their products. Developed/advanced countries such as the United State or Japan have gained the advantages of home country bias. A consumer prefers to buy the products from the developed countries rather than developing or underdeveloped countries. The gaps between developed countries and developing/underdeveloped countries are very big. A study of country of origin effects has been begun since the 1960s, however most these researches involve in more developed countries. Therefore, this study tries to seek for investigating the consumers’ attitudes and purchasing intention in new developed and underdeveloped country—across the world—on the electronic products made in four different levels of economic development countries: Taiwan, Japan and Korea. This study also examines phenomenon of consumer ethnocentrism and consumers’ perception of products’ quality and price of the electronic products from different sources.

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38

Chih-Peng, Ma, i 馬志朋. "The Image Study In Car Stying in Different Country". Thesis, 1995. http://ndltd.ncl.edu.tw/handle/63885905084811961443.

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39

Wan-yi, Huang, i 黃婉儀. "The Study of Country Image Recognition of European Union". Thesis, 2002. http://ndltd.ncl.edu.tw/handle/22742466576877190918.

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碩士
淡江大學
歐洲研究所
90
The geographic distance gradually fades away with the technological advancements of transportation and communication, and this globalization trend has made the merchandises more diverse in international marketplace. But this on the contrary made the consumers feel indecisive of what to buy, hence, they often need some external information of product, e.g.: the price or the description to evaluate. As the country-of-origin image of product is as well an important reference of decision-making, the study consequently focuses on Taiwanese people’s country image recognition of European union. The stratified proportion sampling method is used to collect datum by delivering questionnaires to the postgraduate students in Colleges of Business, Management, Education, Liberal Arts, Foreign Languages, International Studies, Science and Engineering of Tam-kang University. By using frequency analysis to obtain a comprehensive description of general recognition of different aspects of country image at first, then analyze further the difference between their subjective recognition and the real condition. From this study, we have drawn the finding as follow: 1.There are dissimilar country images in different aspects for every country, which reveals that the hierarchy of biases of country image recognitions does exist. 2.Although most of the country image recognitions fit in with the actualities, but the differences between the objective recognitions and the real conditions are mainly caused by the stereotype image and the false impression. 3.While evaluating the unknown variables, the country image exerts an influence as the halo effect. But while evaluating the acquainted variables, the country image exerts an influence as the summary construct.

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40

ALFARO, ERNESTO ALEXIS GALO, i 羅奈德. "Does Country Image Matter? A Research from Coffee Shop Brand Image and Coffee Knowledge". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/t3m92g.

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碩士
銘傳大學
國際企業學系碩士班
107
The purpose of this paper is to examine coffee consumption behavior in Taiwan’s market. To investigate the Taiwanese coffee market, the research will be focusing in country image, coffee shop brand image and coffee knowledge to understand the consumer purchase intention. The study focusses specifically in finding an answer if country image plays an important role in the consumer purchase behavior towards coffee or it’s just a factor that is not taken into consideration by the consumer. To understand the coffee consumer purchase intention towards coffee, a structural design was used through LISREL. The software measured the impact of country image on coffee consumers and as well how coffee shop brand image and coffee knowledge have a hold on consumers. The findings in the study presented an interrelationship between coffee shop brand image, coffee bean country image, and coffee knowledge towards purchase intention. This paper answers the main purpose of the study, “Does country image matter?”; with the results obtained country image doesn’t have any influence on the consumer that leads them towards purchase intention. The other factors used in the paper, coffee shop brand image, coffee bean country image and coffee knowledge hold certain influence towards purchase intention. The study presents a different spectrum and research towards coffee in an Asian country. There are not many studies where coffee consumption is study using two countries that portrait different aspects towards the consumer. The insight of the results can provide coffee business a more strategic way to penetrate the market.

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41

Chiou, Chi-Min, i 邱琦閔. "A Study of Changes in Brand Country Origin－The Moderating Effects in Country of Manufacturing Image and Brand-Country Association". Thesis, 2002. http://ndltd.ncl.edu.tw/handle/47453638933047708244.

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42

Chen, I.-Jou, i 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.

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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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43

Hui-Cheng, Wang, i 王惠正. "A Study on Country-of Origin Image in Fresh Fruits". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/61761587799194218944.

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碩士
國立中興大學
農業經濟學系
89
The objective of the study is to explore the consumers’ perception of each country-of-origin image in fresh fruits. Based on this, it is necessary to find the attributes strength and weakness of the image to induce to strategic implications and then enhance the advantage of domestic fruits. In addition, it is necessary to understand the differences of consumers’ viewpoints on country-of-origin image. A consumer survey was adopted to acquire the first-hand data needed for the research, and then the fishbein model that Bass and Talarzyk modified was applied to analyze the country-of-origin image. The six country fruits included Taiwan, American, Japan, Australia, New Zealand and Thailand were the realm(core) of the study. Consumers who live in the three major cities in Taiwan, namely, Taipei city, Taichung city and Kaohsiung city, are the objects of the study. Important findings from empirical results are summarized as follows： 1.Because fruits were affected largely on nature condition and its difference was large, only product attribute was not fully explained the country-of-origin image and it needed multidimensional. Therefore, the study constructs a four-dimensional framework of country-of-origin image, economic development, nature condition, politic/law, product attribute, to be fully explained and enhanced overall country-of-origin image. Finally, the conclusion certificates fruits have country-of-origin image. 2.Because every country-of-origin image has its features, which has attributes strength and weakness, there is different typical appellation of image. For unidimension, there are eight typical appellation of image that the study categorizes, which is high economic development, low economic development, high nature condition, low nature condition, high politic/law, low politic/law, high product attribute, and low product attribute. For two dimensions, there are six typical appellation of image that the study categorizes, which is innate condition, politic/economic development, economic/product, politic/nature, nature/product, and politic/product. Besides, only multi-dimension is balanced development. 3.For product familiarity, the respondents from different regions have different viewpoints. For patriotism, the respondents from different regions have different viewpoints about imported fruits that aren’t produced in Taiwan. 4.Age, educational level, region, and place make the respondents have different viewpoints on country-of-origin image. But family total revenue per month makes the respondents have no difference.

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44

ROSSETTI, FRANCESCA. "La propensione all'acquisto dei prodotti "Made in Italy": analisi del comportamento dei consumatori tra qualità percepita e disponibilità a pagare. Un'investigazione empirica". Doctoral thesis, 2017. http://hdl.handle.net/11573/948305.

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Il presente contributo ha l’obiettivo di analizzare l’atteggiamento del consumatore nei confronti dei prodotti “Made in Italy”, in particolare allo scopo di individuarne gli attributi associati e i sistemi valoriali che possono influenzare l’acquisto. Le domande di ricerca sono essenzialmente le seguenti: 1) Esiste una riconoscibilità del “Made in Italy” in termini di caratterizzazione qualitativa dei prodotti? Se si, 2) Esiste una disponibilità pagare, in termini quantitativi, un “premium price” per tali prodotti? Si offre una disamina attraverso due metodologie. Da un punto di vista teorico, viene presentata la principale letteratura sul tema cercando di individuare i filoni scientifici di riferimento come il Country of Origin, il Country Image e la Brand Image, che si inseriscono in un contesto più ampio riguardante la Willingness to Pay. Dal punto di vista empirico, si è investigato, mediante l’uso di un questionario, sull’esistenza e sulla tipologia di una relazione tra la percezione della qualità la disponibilità a pagare un prodotto “Made in Italy”. Presentando gli esiti della ricerca condotta, i principali risultati mostrano che il “Made in Italy” è ben fissato come categoria concettuale nella mente dei consumatori. C’è un significativo “premium price” riconosciuto dagli stessi verso i prodotti “Made in Italy” per i settori analizzati (alimentare, abbigliamento e arredamento). Il “premium price” non è omogeneamente individuato per i vari settori merceologici analizzati, anche se per tutti i settori il valore comunemente riscontrato è relativo al 10%-30%.

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45

Búrcio, Carlos Manuel Súcia. "An integrated model for measuring country image: personality, cognition, emotion and their impacts on behavioral intentions". Doctoral thesis, 2014. http://hdl.handle.net/10071/10005.

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Having a theoretical basis in the literature on country of origin and destination branding, and supported in consumer behavior, this thesis proposes an integrative model for measuring country image and its impact on behavioral intentions. It hypothesizes that cognitive country image and country personality are antecedents of affective country image, which in turn affect consumer behavior towards a country. Cognitive country image is also hypothesized as having a direct influence on behavioral intentions. Quota samples of 115 individuals in the pretest phase, and of 685 in the final empirical research, were analyzed, both using Brazilian respondents. Portugal was chosen as the scrutinized country and the questionnaire was delivered in Portuguese for Brazilians. The analysis of the integrated model, using structural equation modeling, suggests that country personality has an indirect influence on behavioral intentions, revealing that the affective country image plays a perfect mediating effect on the relationship between country personality and behavioral intentions. The results also show that agreeableness, assiduousness and snobbism are the most significant dimensions of country personality in conducting emotional connections and, in turn, that emotions are the most significant aspect in driving behavioral intentions. There is also indication that cognitive country image has a direct and an indirect partial influence on behavioral intentions. A five-dimensional country personality scale is proposed. Four dimensions (agreeableness, assiduousness, conformity and unobtrusiveness) maintained the original d’ Astous & Boujbel (2007) structure and the other two (snobbism and wickedness) merged into one, in the fifth dimension (snobbism). The confirmation that individuals easily attribute human characteristics to countries and the fact that can be expressed quantitatively reinforces and confirms the quality and relevance of having a specific scale to measure country personality. In addition, and as suggested by the country personality traits frequency analysis, Portugal is seen as a conformist country.
Tendo por base teórica a literatura sobre país de origem, marca de um destino (marca-região), e comportamento do consumidor, esta tese propõe um modelo integrado para medição da imagem dum país e o seu impacto nas intenções comportamentais. O modelo postula a imagem cognitiva e a personalidade do país como antecedentes da imagem afetiva e que esta, por sua vez, afeta a intenção comportamental. A imagem cognitiva do país é ainda hipotetizada como tendo influência direta sobre as intenções comportamentais. Foram analisadas amostras por quotas, de 115 indivíduos na fase de pré-teste e de 685 no estudo final, ambas de respondentes Brasileiros. Portugal foi escolhido para país estímulo, e o questionário foi distribuído em português para brasileiros. A análise do modelo integrado, utilizando modelos de equações estruturais, sugere que a personalidade do país tem influência indireta sobre as intenções comportamentais, mostrando que a imagem afetiva do país desempenha um efeito mediador perfeito na relação entre a personalidade do país e as intenções comportamentais. Os resultados mostram ainda que a amabilidade, a assiduidade e o snobismo são as dimensões da personalidade do país mais significativas na condução de ligações emocionais e que, por sua vez, a imagem afetiva do país é relevante na condução das intenções comportamentais. Há ainda indicação de que a imagem cognitiva do país tem influência parcial direta e indireta nas intenções comportamentais. Propõe-se uma escala de medição da personalidade do país com cinco dimensões. Quatro dimensões (amabilidade, assiduidade, conformidade e discrição) mantêm a estrutura original desenvolvida por d’Astous & Boujbel (2007), enquanto que as outras duas (snobismo e maldade) se fundem numa só, na quinta dimensão (snobismo). Verificou-se que os indivíduos têm facilidade em atribuir características humanas a países, e facilidade de as expressarem na forma quantitativa, reforçando a qualidade e pertinência duma escala específica para medição da personalidade dum país. Para além disso, os resultados da análise estatística descritiva mostram haver predominância da perceção de um traço de personalidade conformista, para Portugal.

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46

Ribeiro, Bárbara Schoeppen de Magalhães Álvares. "Measurement of a country brand : the Country Brand Strength Index". Master's thesis, 2017. http://hdl.handle.net/10400.14/23603.

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This thesis applies the Country Brand Strength Index (CBSI) developed by Marc Fetscherin in 2010, in a 5-year period analysis to conduct a longitudinal study applying it to 31 countries. The CBSI proposed is an alternative measurement to existing subjective survey-based measurement indexes. We want to raise the awareness of everyone of how important a country brand is in todays´ world. A strong country brand can stimulate exports, attract tourism, investments, and immigration. Countries need to understand that to stay competitive in the global economy they need to know how to assess their country brand to manage it in the most effective way. With the proposed CBSI, a country can identify its position, monitor its evolution over the years, and evaluate its competitive position relative to others. “A nation’s ‘brand’ exists, with or without any conscious efforts in nation branding, as each country has a current image to its international audience, be it strong or weak, clear or vague” (Fan, 2006). This thesis is divided into 4 main chapters, the first one outlines the goals and the methodology used, the second chapter provides an overall view of the concept of Country Branding and other related aspects, the third chapter covers all the details about the CBSI presented by Marc Fetscherin and the last chapter presents the empirical analysis where the CBSI was applied to new data with Portugal included. Finally, we outline the major conclusions and key areas to be considered in order for countries to leverage on this strategic dimension.

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47

CHU, RONG HUI, i 朱容慧. "The Relationship among Country Image,Brand Image and Customer Satisfaction－ the Moderating Effects of Product Type". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/9qb2cy.

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碩士
大葉大學
管理學院碩士在職專班
102
CUSTOMER SATISFACTION HAS ALWAYS BEEN AN IMPORTANT ISSUE FOR COMPANIES AND RESEARCH PROJECTS. MOREOVER,COUNTRY IMAGE AND BRAND IMAGE ARE ALSO VALUED BY MANY RESEARCH INSTITUTIONS. THE PURPOSE OF THIS STUDY IS DEMONSTRATED IF THE COUNTRY OF ORIGIN, BRAND IMAGE AND DIFFERENT TYPES OF GOODS WILL RESULT DIFFERENTLY IN CUSTOMER SATISFACTION. THIS STUDY IS TARGETED THE CUSTOMERS WHO OWN MOBILE PHONES AND CHOCOLATE. THERE WERE 294 VALID QUESTIONNAIRES COLLECTED TO DEMONSTRATE THE HYPOTHESIS OF THIS STUDY IN TERMS OF RELIABILITY AND VALIDITY ANALYSIS,ANALYSIS OF VARIANCE, REGRESSION ANALYSIS AND PEARSON CORRELATION ANALYSIS AND OTHER ANALYTICAL METHODS. THE CONCLUSIONS ARE THE FOLLOWING: 1.THE HIGHER IMAGE OF A COUNTRY OF ORIGIN, THE HIGHER CUSTOMER SATISFACTION. 2 THE HIGHER BRAND IMAGE, THE HIGHER CUSTOMER SATISFACTION 3.CUSTOMER SATISFACTION IS INFLUENCED BY DIFFERENT NATIONAL IMAGE SPEAKING OF DIFFERENT MERCHANDISES. 4. CUSTOMER SATISFACTION IS NOT RESULTED DIFFERENTLY BY BRAND IMAGE OF VARIOUS GOODS. LASTLY, THE IN-DEPTH OF PRACTICAL IMPLICATIONS OF THIS RESEARCH DISCUSSION PRESENTS SPECIFIC RESEARCH CONTRIBUTION AND PROVIDES SUGGESTIONS FOR MANAGEMENT PRACTICES AND FUTURE DIRECTIONS AS REFERENCES FOR THE BUSINESS COMMUNITY AND ACADEMIA DELIBERATE.

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48

Lai, Bo-Wen, i 賴博文. "A Study of the Relationships among Brand Country-of-Origin Image, Brand Image and Purchase Intention". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/31870582002189999072.

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碩士
大葉大學
企業管理學系碩士班
100
People in recent years have cared more and more about the issues of brand image, brand country-of-origin image and purchase intention. The correlations among the 3 factors have also become hot topics. This research goes through relevant literature review and compilation in order to develop the purpose of research. Finally, the study hypotheses are inferred, and a questionnaire is conducted. The students of Da-Yeh University serve as the research population. Totally, 300 questionnaires are handed out and retrieved. Of which there are 8 copies considered to be void. The effective questionnaires are therefore 292 copies. The software SPSS is applied for empirical analysis. The research results show (1) The “brand country-of-origin image” has a positive influence, which is partially significant, on customer’s purchase intention; (2) The brand image has a significantly positive influence on customer’s purchase intention; (3) The “brand country-of-origin image” has a significantly positive influence on brand image; (4) Through the mediating effect of the brand image, the “brand country-of-origin image” has a positive influence, which is partially significant, on customer’s purchase intention; (5) Through the mediating effect of the “brand country-of-origin image” the brand image has a positive influence, which is partially significant, on customer’s purchase intention. Based on the above findings, the research explains the essence of practical management and offers 5 suggestions on business management to the domestic mobile phone manufacturers.

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49

Chen, I.-Tsan, i 陳億燦. "The impact of product country of origin image and between country and product and brand image perceived quality on the purchase intention-based on the motorbike". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/33979522457025241651.

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碩士
朝陽科技大學
企業管理系碩士班
101
The more progressive the technology develops, the easier our earth becomes a global village, the distance between country and country is more closer, while the customers buy every products depend on where the products are made. Taiwan government lets people ride motorbike on particular highway, as a result, the sales volume of motorbike rises up steadily. This study investigates people with drivers` licenses as subjects, questionnaires are distributed from March to April, convenience sampling was utilized. A total 400 questionnaires was distributed among which 352 were valid, the valid response rate was 88%. This study use SPSS20 statistics software to analysis, the results are the impact of product country of origin image and between country and product agencies had a positive and significant impact on perceived quality; brand image agencies had a positive and significant impact on perceived quality; perceived quality agencies had a positive and significant impact on purchase intention. Our results indicated that perceived quality agencies have a positive and significant impact on purchase intention, if the industry wants to improve the perceived quality, it must let customers accept motorbike and let them know the quality of motorbike is very well. Finally, it can rise the purchase intention of motorbike.

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50

Huang, Kuan-Chieh, i 黃冠傑. "The Impacts of Country-of-Origin and Country-of-Consumption Image on Perceived Product Attitude and Purchase Intention". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/07036480380790276842.

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碩士
國立臺灣大學
國際企業學研究所
98
Country-of-origin (COO) effects is broadly explored and investigated in the literature, the concept furnishes consumptions with only supply-side information from a manufacturer’s view. As global reconfiguration of value chain rises and MNCs expands their production activity across the border, country-of-origin seems loosing its premium on product evaluations. From consumptions’ perspective, we propose a new concept, country-of-consumption (COC) is not only to compensate for the demand-side information insufficiency of COO , but also to offer negative COO countries a potential marketing instrument. We propose that COC influences product evaluations based on different theories. 　　Therefore, in order to distinct from the traditional view of “country label” effects, we consider a new factor COC to take consumption’s perspective to complement country label effects. In addition, We compare halo effect with summary construct to examined which is a better path to measure . 　　Finally, we test of significance between COO and COC. We suggest that COC effects consumptions’ attitude, but not effects consumptions’ intention, may open up an exciting avenue for international marketing research. Strategic implications are considered and future research directions are identified. Conclusions and managerial implications are provided in this article. Further research directions are suggested to gain more significant insight to this most researched international consumption behavior.

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