Essays about: "COO-strategies"

Found 3 essays containing the word COO-strategies.

1. 1. The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Elin Svensson; Amanda Karlsson; [2021]
   Keywords : Country of origin; Country of origin effect; Country image; COO dimensions; Consumer perceptions; COO-strategies; Promotion; Sweden; Swedishness; Brand; Stereotypes; Consumer affinity; Product category; Internationalization;

   Abstract : The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. READ MORE

3. 2. Country-of-origin in brand communication: A multinational company perspective

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Anna Gunnarsson; Katrina Holmström; [2017]
   Keywords : Brand communication; National branding; Country-of-origin COO ;

   Abstract : National branding and Country-of-origin strategy (COO) has not only shown to be convenient for research, but also of considerable importance and interest for companies to enhance competitive advantage. With constantly increasing product range on the markets and continually new technology in the society, the buying behaviour and customer preferences have changed. READ MORE

4. 3. From Sweden with love : A study of the Swedish country image and its influence on Swedish companies

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : My Nyberg; Maria Orrstenius; Amanda Wallin; [2015]
   Keywords : Sweden; Swedishness; International markets; Country image; Country of origin; COO-effect; COO-strategies; Brand; Brand identity; Promotion; Standardization; Adaptation;

   Abstract : The purpose of this thesis is to explore the influence of the Swedish country image on the standardization or adaptation of promotion of a brand in an international context and provide deeper insights and understandings concerning this subject. Therefore, in order to achieve the purpose of the thesis, the following research question will be investigated and answered: How does the Swedish country image influence Swedish companies to whether standardize or adapt the promotion of their brand in international markets?   The theoretical framework comprises theories and findings from previous research related to country image, country of origin, brand and promotion and the chapter conclude in a conceptual framework. READ MORE