Sökning: "COO dimensions"

Hittade 3 uppsatser innehållade orden COO dimensions.

1. 1. Made by Sweden : Country-of-origin as part of brand identity

   Magister-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Rebeka Matukevica; Alina Yassin; [2022]
   Nyckelord :Country-of-origin; Brand Identity; Country-of-origin Branding; COO impact on Brand Identity; SMEs;

   Sammanfattning : BACKGROUND A great interest of researchers has been attracted to the phenomenon of country-of-origin (Andéhn et al., 2016). It is argued that companies could increase competitiveness in the market by implementing a COO into the company's branding strategy (Guercini & Ranfagni, 2013). LÄS MER

3. 2. The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Elin Svensson; Amanda Karlsson; [2021]
   Nyckelord :Country of origin; Country of origin effect; Country image; COO dimensions; Consumer perceptions; COO-strategies; Promotion; Sweden; Swedishness; Brand; Stereotypes; Consumer affinity; Product category; Internationalization;

   Sammanfattning : 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. LÄS MER

4. 3. Brand gap and the effect of country-of-origin : A consumer survey in Rhone-Alps

   Magister-uppsats, Akademin för hållbar samhälls- och teknikutveckling

   Författare :Karin Olsson; [2012]
   Nyckelord :Swedish brand image; brand identity; brand gap; country-of-origin effect; Aaker; Big five model; France; Rhone-Alps; Renault Trucks; Novembal Tetra Pak; IKEA;

   Sammanfattning : Research questions:   What are the brand images and brand identities of Renault Trucks, Novembal/Tetra Pak and IKEA? Is there a brand gap? How does country-of-origin have an effect on the perception of the brands? How does the respondent’s sex have an importance in the perception of the brand and the effect of country-of-origin? Purpose:   The purpose of this thesis is to describe, compare and analyze the existence of brand gaps and the effect of country-of-origin with the final intention to provide management recommendations for the studied companies. Method:   A quantitative consumer survey of 42 subjects was collected and analyzed. LÄS MER