Låt landet lyfta loggan - En kvantitativ studie om country-of-origin-effekters påverkan på företags varumärkeskapital

Sammanfattning: Abstract Title: Let the country lift the logo- a quantitative study of the country-of-origin effects impact on the brand equity. Seminar date: 2018-06-01 Title of the course: FEKH29 - Bachelor Degree Project in Marketing Undergraduate Level, Business Administration, 15 University Credits Points Authors: Johanna Göransson, Leo Sondén Karestrand, Linn Forsberg Advisor: Clara Gustafsson Key words: Marketing, Brand equity, Country-of-origin, Brand origin, Consumer behaviour, Purpose: This study aims to explore which of the country-of-origin effects that affect the certain components of the brand equity the most. Methodology: The essay is based on a quantitative research method through statistical analysis on primary data collected through a consumer survey. A deductive research effort was adopted. Theoretical perspectives: The theoretical frameworks that the essay is based on are the Sources of brand equity model by Aaker (1991) and the Theoretical framework for country-of-origin effects by Obermiller and Spangenberg (1989). Null hypothesis: No statistically ensured differences between the different country-of-origin effects impact on the consumers evaluation of the brand equity components will be identified. Empirical foundation: Through the consumer survey a total of 146 valid responses were collected. Respondents were divided into three groups and assigned a scenario with either normative, affective or cognitive information cues connected to a fictitious country-of-origin. The respondents were then asked to respond to a number of questions designed to measure the different dimensions of brand equity. Conclusion: Statistically ensured differences between the different country-of-origin effects impact on the brand equity components were identified. Results show that the affective country-of-origin effects has a significantly larger impact on the brand equity components brand loyalty and brand association, compared to the other country-of-origin effects.