Essays about: "country image"

Showing result 1 - 5 of 127 essays containing the words country image.

  1. 1. 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; 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

  2. 2. Who cares about Country of Origin product image? : a study of Chinese consumers' perception of Swedish furniture & home-decoration products

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Dan Luo; Hao Yang; [2019]
    Keywords : country of origin; sociodemographic characteristics; purchase intention; Swedish furniture and home-decoration market; Chinese consumer;

    Abstract : Background: The sociodemographic characteristics of consumers, as important determinants of consumer behavior, has not received much attention in research on Country of Origin (COO) effect. In practical, the rapid progress of urbanization in China has brought great demand in the furniture and home-decoration market. READ MORE

  3. 3. 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

  4. 4. Insight Cuba : A Reflection Rapport and Three Features Connected to Cuban Economy

    University essay from Stockholms universitet/Institutionen för journalistik, medier och kommunikation (JMK)

    Author : Sara Charlotte Wahlström; [2019]
    Keywords : economy; Cuba; informal markets; prostitution; jinterism; bicycles; embargo; slow news journalism; practice theory economic anthropology;

    Abstract : Cuba! The name alone connotes many things for people be it rum & cigarrs, old Chevys & colonial buildings, Hemingway & Daquires, Castro & communism, Salsa & Reaggaton, parties & calm life, blue oceans & white sandy beaches, poverty & oppression.  As a tourist destination Cuba is sold as a country caught up in a time capsule. READ MORE

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

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); 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