Brand gap and the effect of country-of-origin : A consumer survey in Rhone-Alps

Abstract: Research questions:   What are the brand images and brand identities of Renault Trucks, Novembal/Tetra Pak and IKEA? Is there a brand gap? How does country-of-origin have an effect on the perception of the brands? How does the respondent’s sex have an importance in the perception of the brand and the effect of country-of-origin? Purpose:   The purpose of this thesis is to describe, compare and analyze the existence of brand gaps and the effect of country-of-origin with the final intention to provide management recommendations for the studied companies. Method:   A quantitative consumer survey of 42 subjects was collected and analyzed. In addition, interviews were conducted with three Swedish companies, as well as an interview with the Swedish Chamber of Commerce in Lyon. Aaker’s (1997) Big Five model was used in the analysis. Conclusions:    The study demonstrated the brand identities and brand images of the companies. A brand gap is widely present. Aaker’s (1997) model had to be modified and includes new dimensions and traits. Country-of-origin (COO) plays a role in 100% of the consumers’ perception and purchasing process. COO bias, ethnocentrism and animosity are present and play a role in the 42 consumers’ attitudes and purchase decisions in Rhone-Alps. Men      and women have different attitudes and degree of ethnocentrism towards the effect of country-of-origin (COE).