Sökning: "Emma Mersmann"

Hittade 2 uppsatser innehållade orden Emma Mersmann.

1. 1. Make It 'til You Break It : - A Study of If and How Country-of-Origin Incongruence Affects Consumer-Based Brand Equity

   Magister-uppsats, Företagsekonomiska institutionen

   Författare :Sylvia Fridjonsson; Emma Mersmann; [2011]
   Nyckelord :Consumer-Based Brand Equity; Country-of-Origin; Country-of-Production; Country-of-Corporate Ownership; Country-of-Corporate Headquarters; Country-of-Brand Origin; Country-of-Origin Incongruence;

   Sammanfattning : As companies are focused on and capable of creating brand images aimed at supporting their brands, some choose to strategically associate them with specific countries or regions in hopes of attaining perceivably higher consumer-based brand equity. Although such a strategy could prove itself effective in the sense of increasing the amount of positive consumer perceptions, it might also result in harmful effects if the marketed country-of-brand origin is not in congruence with the brand‟s other country-of-origin constructs. LÄS MER

3. 2. Associating Brands to Nations: Why and How? : A Case Study of Orrefors Kosta Boda

   Kandidat-uppsats, Företagsekonomiska institutionen

   Författare :Sylvia Fridjonsson; Emma Mersmann; [2009]
   Nyckelord :Brand Identity; Core Identity; Extended Identity; Country-of-Origin; Culture-of-Brand-Origin;

   Sammanfattning : As globalization has contributed to the increased availability of foreign products across global markets, it is nowadays believed by some that a prerequisite for being able to compete on increased competitive levels is to adapt a global perspective. In this sense, marketing strategies aimed at promoting brands and products must be designed to function even on a global scale. LÄS MER