BERÄTTA VART DU KOMMER IFRÅN!... ELLER? - En studie om Country-of-Origin effekter på Sveriges modemarknad

Sammanfattning: Never has the world been as globalized as it is today. International products and brands are therefore also more accessible to the Swedish customers than ever before. One of the most investigated areas in the department of international business is Country of Origin. Most of the studies regarding Country of Origin examine the effects it has on consumer's attitude and behavior towards product evaluations. We found that the search for Country of Origin effects (COO-effects) on fashion brand evaluations and service provided from that brand was rather limited. The aim with this study was to investigate whether COO-effects exists in our globalized capital, Stockholm. We focused our study on the fashion industry to see if the Swedish consumer located in Stockholm is effected by a brand's communication of their Country of Origin and if this effects consumer's attitude, intentions to behavior and expected service. We also aimed to establish if there's a difference between the COO-effects on high-involvement and low-involvement brands. Through our findings we can establish that COO-effects do exist in Stockholm for the industry of fashion when it comes to effects on attitude, intentions to behavior and also on expected service. Therefore international fashion retail brands that intend to open up in Stockholm should investigate whether their Country of Origin is favorable to communicate or not, especially if the brand is a high- involvement brand.