Essays about: "Nora Varga"

Found 1 essay containing the words Nora Varga.

  1. 1. The Country of Ownership Paradox

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Nora Varga; Fengge Zhao; [2016]
    Keywords : Premium Brand; Country of Brand; Country of Ownership; Country of Origin; Automobiles; Developing Countries; Brand Image; Consumer Perception; Business and Economics;

    Abstract : Purpose: The purpose of the thesis is to explore how the ownership transfer from a developed country to a developing country influences consumers’ perception of the brand. Design/methodology/approach: After the extensive review of the literature about the concept of country of origin and brand image, three premium automobile brand acquisition cases (Jaguar, Land Rover and Volvo) were investigated. READ MORE