Essays about: "Country-of-origin Branding"

Showing result 1 - 5 of 25 essays containing the words Country-of-origin Branding.

  1. 1. Exploring the Use of Nordicness in Sustainability Messages: The Case of Nordic Fashion Brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sukhitha Basnayake; Emilie Nørgaard; Jonhatan Andres Acevedo Escobar; [2023]
    Keywords : Business and Economics;

    Abstract : Being on everyone’s lips for years, the concept of sustainability has become an almost unavoidable phenomenon within contemporary business discourses and practice. In particular, has the Nordic fashion industry increasingly been infused by sustainability with a continuous growing public interest in buying sustainable products from companies that have embarked on a sustainable path. READ MORE

  3. 2. 'Made in China'- To Buy or Not to Buy, That is the Question : A Qualitative Study of the International Branding Strategies Chinese Firms can Implement to Gain Credibility in the Swedish Market

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Nellie Karlsson; Lina Carlberg; [2022]
    Keywords : Chinese Internationalisation; Chinese Brands; International Branding Strategies; Brand Establishment; Acquisitions; Brand Positioning; Brand Awareness; Brand Image; Credibility; Swedish Market;

    Abstract : There are major challenges for Chinese firms that may jeopardise the creation of credibility when establishing in the Swedish market. It is therefore important for Chinese firms to implement efficient international branding strategies that contribute to the formation of credibility for Chinese companies. READ MORE

  4. 3. Made by Sweden : Country-of-origin as part of brand identity

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Rebeka Matukevica; Alina Yassin; [2022]
    Keywords : Country-of-origin; Brand Identity; Country-of-origin Branding; COO impact on Brand Identity; SMEs;

    Abstract : BACKGROUND A great interest of researchers has been attracted to the phenomenon of country-of-origin (Andéhn et al., 2016). It is argued that companies could increase competitiveness in the market by implementing a COO into the company's branding strategy (Guercini & Ranfagni, 2013). READ MORE

  5. 4. How Employer Branding is Affected by Country-of-Origin : And its effect on Employee Retention of Generation Z

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Philip Kaburek; Alex Wahlberg; Andreas Kilit; [2021]
    Keywords : Employer Branding; Country of Origin Effect; Employee Retention; Generation Z; Development Opportunities; Environmental Social Governance; Consumer Branding;

    Abstract : Employer branding is becoming increasingly important, but the literature on the subject lacks vital elements. First, Country of Origin (COO) has been shown to affect employer branding, but this process is very poorly understood. READ MORE

  6. 5. The Attraction of Korea : An empirical study on how country-of-origin affects consumers' perception and purchase intentions of Korean beauty products.

    University essay from Stockholms universitet/Institutionen för Asien-, Mellanöstern- och Turkietstudier

    Author : Lovisa Ingels; [2020]
    Keywords : Korea; K-beauty; Korean beauty; Korean Wave; Hallyu; country-of-origin; country-of-origin effect; country-of-manufacturing; nation branding;

    Abstract : The Korean Wave has taken the world by storm and Korean beauty (K-beauty) has in extension to this become a global phenomena. K-beauty has reached this popularity with the help of authentic and natural ingredients and a combination between tradition and modernity creating a competitive advantage on the market. READ MORE