Essays about: "country image consumer"

Showing result 1 - 5 of 29 essays containing the words country image consumer.

  1. 1. A comparative study: How are European fast-fashion and high-end fashion brands adapting their marketing strategy for the Japanese market?

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Amanda Hansson; Tobias Stenström; [2023-06-28]
    Keywords : : luxury fashion; budget fashion; Japanese fashion; marketing mix; Japanese culture; consumer behavior;

    Abstract : The study investigated how European fashion brands adapt their marketing strategies to the Japanese market. The culture in Japan differs from Europe, in which advertisements, commercials and other promotional tools risk getting misinterpreted or perceived as offensive. READ MORE

  3. 2. Closing the GAPS

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Tessa Rauthe; Victoria Friman; [2023]
    Keywords : Business and Economics;

    Abstract : Title: CLOSING THE G A P S: Detecting misalignments between the corporate brand identity and brand image of Volvo Cars and Volkswagen within the German and Swedish markets Date of the Seminar: 02.06. READ MORE

  4. 3. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Vladislav Galkin; Christopher Kewenter; [2021]
    Keywords : Fast fashion; Sustainable consumption; Collaborative consumption; Renting; Brand Equity; Business and Economics;

    Abstract : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. READ MORE

  5. 4. 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

  6. 5. 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