Essays about: "country image research thesis"

Showing result 1 - 5 of 47 essays containing the words country image research thesis.

  1. 1. 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

  2. 2. Media Path to Identity : The Journey of Vietnamese Young Generation Making Sense of Their Identity in the Media Space

    University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

    Author : Thanh Nga; [2021]
    Keywords : Social Sciences;

    Abstract : Recent research has noticed that the picture of the second-generation immigrants negotiating their identity in media space is different and far more complex than the first generation. With their emergence in the new age of digitalisation, the second-generation immigrant is offered more media choices and freedom of access to the two most important cultural sets of host and homeland country to make sense of their identity. READ MORE

  3. 3. 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. 4. 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. 5. 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