Essays about: "country brand image"

Showing result 11 - 15 of 57 essays containing the words country brand image.

1. 11. The greater good initiatives of country branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sandra Marín Gunnarsdóttir; Filippa Kjellberg; Iris Einarsdóttir; [2021]
   Keywords : Country branding; Greater good initiative; Rebranding; Brand image; Brand identity; Inspired by Iceland; Kranavatn; The Swedish Number; Essential Costa Rica.; Business and Economics;

   Abstract : Purpose: The purpose of this research paper is to study the promotion of non-profitable products by exploring the greater good initiatives of country branding in terms of brand identity and brand image. Design/methodology/approach: The research paper takes a qualitative approach and combines primary and secondary data. READ MORE

3. 12. Is Overseas Political Challenge Always Harmful to Chinese Multinationals? - Implications on Chinese Purchase Willingness

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Hanzhang Jin; Yuchen Liu; [2021]
   Keywords : Overseas political challenge; Consumers purchase willingness; Brand awareness; Brand image; Chinese multinationals; Signaling theor;

   Abstract : Multinationals are subject to questioning about organizational legitimacy issues by foreign governments when expanding overseas. This issue has become more prevalent over the past two decades with the rapid development of emerging countries and the exponential expansion in outward foreign direct investments from the firms of these emerging countries. READ MORE

4. 13. Country-of-origin effect: Expanding brands from Taiwan to Lithuania

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julija Jadzeviciute; Ching Yen Yang; [2020]
   Keywords : East Asian COO effect; Moderators of COO effect; Product evaluation; Brand equity; Asian brand challenges; Business and Economics;

   Abstract : Thesis purpose: The purpose of this paper is to understand how Taiwanese brands can manage the country-of-origin effect on product evaluation in Lithuania. Methodology: This is a quantitative research based on primary data collected in Lithuania. READ MORE

5. 14. Destination branding through local food products: The case of Südtirol / Alto Adige

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Edoardo Macelloni; Florian Felder; [2020]
   Keywords : Destination branding; food tourism; inverse country of origin; stakeholder collaboration; Südtirol Alto Adige; Business and Economics;

   Abstract : Title: Destination branding through local food products: The case of Südtirol / Alto Adige Date of the Seminar: 4th of June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Florian Felder & Edoardo Macelloni Supervisor: Tommy Shih Keywords: Destination branding, food tourism, inverse country of origin, stakeholder collaboration, Südtirol / Alto Adige Thesis purpose: The purpose of this thesis is to investigate the relationship between local food products and destinations. More specifically, this thesis aims to research how local food is used as a differentiating tool in destination branding. READ MORE

6. 15. Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes

   University essay from Malmö universitet/Fakulteten för lärande och samhälle (LS)

   Author : Dorota Celczynska; [2020]
   Keywords : Sponsorship; Sports event; Poland; Decision-making; Exchange process;

   Abstract : Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. READ MORE