Essays about: "country brand image"

Showing result 16 - 20 of 57 essays containing the words country brand image.

  1. 16. DOES YOUR BRAND NEED ONLINE INFLUENCER MARKETING? IT DEPENDS : A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Nathalie Dreifaldt; Todd Drennan; [2019]
    Keywords : Country of origin; Online influencer marketing; Brand image; Purchase intention;

    Abstract : The purpose of this study is to further explore the modern phenomenon of COO, brand image, and online influencer marketing as they relate to consumer's purchase intention online. This empirical study employs a mixed method approach with quantitative exploratory factor analysis through a survey as well as qualitative exploration through focus groups and in-depth interviews. READ MORE

  3. 17. DEFINING CONSUMER VALUE : A study of the effect of Chinese-manufacturing on consumers in luxury fashion

    University essay from Stockholms universitet/Företagsekonomiska institutionen

    Author : Roy Hoang; Tina Heidari; [2019]
    Keywords : ;

    Abstract : The country-of-origin aspect adds value of a place-image, which luxury brands use as a business strategy resulting the delocalization of luxury brands to be viewed seen as devaluing the brands’ origin and aesthetics. Hence, subjectivity of luxury. Luxury brands are moving their production to China, yet the demand for luxury brands item remains. READ MORE

  4. 18. Consumer Perception of Brand Image: Country of Origin and Country of Ownership in Electric Vehicle Brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Linnea Björck; Meiru Lu; [2019]
    Keywords : Consumer Perception; Country of Origin; Country of Ownership; Brand Image; Electric Vehicles; Business and Economics;

    Abstract : Thesis purpose: To reveal how consumers perceive the brand image of electric vehicles (EV) in the aspects of COO and COOW. That is to expand the understanding of COO and COOW in consumer perceptions and to offer insights to the EV industry from the consumer’s perspective. READ MORE

  5. 19. Nation branding : The role of tourism from a managerial perspective

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Elin Blomgren; Sofie Ljungström; [2019]
    Keywords : Nation branding; national identity; country-of-origin; tourism; tourism stakeholders; brand management strategies; brand culture; brand identity; brand image;

    Abstract : Although tourism has been recognised as an important subfield in nation branding little research have focused on its role in the nation branding process. A managerial perspective was assumed to examine what role tourism has in nation branding. READ MORE

  6. 20. Country of Origin within the consumers' decision-making process

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Benedikt Schneller; Jake James Swanson; [2018]
    Keywords : country of origin; decision-making process; high involvement products; information cues; perception.;

    Abstract : Background Country of origin (COO) has developed over the years and so has the definition, from the manufacturing COO and has now developed more into the COO of the brand. This development has led to a gap in research surrounding COO effects in combination with the decision-making process. READ MORE