Country of origin- Using country -of -origin to strengthen a brand on a foreign market-a study of the Italian food industry on the Swedish market

Sammanfattning: Aim: To describe and measure the effects of country of origin in low involvement Italian products on the Swedish markets. Method: Quantitative study with a hypothetic- decuctive method. The research was carried out by web surveys where the respondents were directed to a webpage in order to answer to the questions. Theoretical Perspective: In order to conduct this research I have made use of the theories on country of origin, brand management and consumer behavior. Empirical foundation: The empirical data was collected through a web survey prepared on www.thesistools.com.