Essays about: "COO-effect"

Showing result 6 - 10 of 10 essays containing the word COO-effect.

1. 6. Country of origin : Does it really matter in the current globalization?

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Fredrik Cöster; Vidar Hwang; Johan Svensson; [2015]
   Keywords : Country of origin; COO; Product evaluation; Purchase intention; Product involvement; Online shopping; Fashion clothing;

   Abstract : COO is a construct that refers to the country which a consumer associates a certain product or brand as being its source, regardless of where the product is actually produced. Scholars like Magnusson et al. (2011) argue that COO is a salient cue in consumers’ product evaluation and purchase intention. READ MORE

3. 7. The COO Effect in the International Brand Positioning : A Qualitative Study of Chinese Companies

   University essay from Högskolan i Halmstad/Centre for International Marketing and Entrepreneurship Research (CIMER)

   Author : Halissa Odebrecht da Silva; Barbara Kobuszewski Volles; [2014]
   Keywords : brand positioning; COO country-of-origin ; Chinese companies; international brand positioning.;

   Abstract : Chinese companies have been an important issue in the world economy development, since China belongs to the group of emerging countries that had been gaining prominence in the last years. To gain market, ranges of companies are going abroad, aiming to develop their brands internationally. READ MORE

4. 8. “The role of country of origin and psychic distance on Swedish consumers´ perception of the quality of American, German and Japanese automobiles”

   University essay from Institutionen för marknadsföring (MF)

   Author : Fakhreddin Fakhrai Rad; Onur Izmir; [2013]
   Keywords : Country of origin; psychic distance; quality perception; physical quality; service quality; German; American and Japanese automobiles.;

   Abstract : In this study, we intended to analyze the quality perception of Swedish consumers on American, German and Japanese automobiles, and the impact of psychic distance and country of origin concepts by addressing questions below: What is the national consumer perception towards German, Japanese and American automobile quality in Sweden? How do country of origin and psychic distance concepts determine consumer quality perception?To be able to answer questions above, we conducted qualitative and deductive approaches by means of focus group, and interview methods. The focus group consists of 6 members and 6 personal interviews were carried out in addition. READ MORE

5. 9. The Enchilada effect: Do ethnocentrism,affinity & PCI influence the COO effect onconsumers’ foreign product attribute andtype preferences?

   University essay from IHH, Marketing and Logistics

   Author : Victor Manuel Reynoso Landeros; Sebastian Lang; [2011]
   Keywords : COO; CETSCALE; consumer behavior; Mexico; conjoint; affinity;

   Abstract : Purpose: To identify the relevance ethnocentrism, affinity and product country-image (the three theory effect affectionately called “the enchilada effect” by the authors) have on the consumers’ decision-making process as well as their effect on the consumers’ preferences for certain product attribute importance and types. Problem: In modern society most marketplaces around the world are full of foreign products. READ MORE

6. 10. Going, Going... Gone Global : A study of two companies that want to take their brands abroad

   University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Author : Angelica Stork; Elisabet Leü Byström; Marie Gustafsson; [2007]
   Keywords : Branding strategies; Globalisation; COO-effect;

   Abstract : This is a bachelor thesis within marketing that aims at finding how branding strategies is affected by the market it operates and how it influences the possibilities to create a global brand. This will be carried out by looking at branding strategies, global branding and branding on the emerging markets with comparison to mature markets. READ MORE