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Dissertations / Theses on the topic 'Brand country of origin'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Gunnarsson, Anna, and Katrina Holmström. "Country-of-origin in brand communication: A multinational company perspective." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-65238.

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National branding and Country-of-origin strategy (COO) has not only shown to be convenient for research, but also of considerable importance and interest for companies to enhance competitive advantage. With constantly increasing product range on the markets and continually new technology in the society, the buying behaviour and customer preferences have changed. The customer evaluates not only the product regarding its function or physical capacity, but also regarding the product's intangible value, such as its COO. The purpose with this study was to provide a deeper understanding about how a

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Fridjonsson, Sylvia, and Emma Mersmann. "Make It 'til You Break It : - A Study of If and How Country-of-Origin Incongruence Affects Consumer-Based Brand Equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-144913.

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As companies are focused on and capable of creating brand images aimed at supporting their brands, some choose to strategically associate them with specific countries or regions in hopes of attaining perceivably higher consumer-based brand equity. Although such a strategy could prove itself effective in the sense of increasing the amount of positive consumer perceptions, it might also result in harmful effects if the marketed country-of-brand origin is not in congruence with the brand‟s other country-of-origin constructs. With regards to what theory implies and what this study‟s results sugg

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Carter, Larry Lee Jr. "Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit." Thesis, Virginia Tech, 2002. http://hdl.handle.net/10919/31864.

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This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumersâ attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-bor

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Gaum, Bernice. "The influence of country of origin on consumers’ quality perception and selection of interior merchandise." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/46275.

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The study aimed to explore and describe consumers’ reliance on brands, specifically the Country of Origin (COO) of brands as a heuristic, i.e. the perceived quality of a selected category of interior merchandise and to subsequently explain how COO influences consumers’ quality perceptions and product choices. The study focussed on major household appliances, due to the prominence of brand names and the COO on these products. In other interior merchandise product categories such as furniture and textile products, the brand name and COO is not necessarily that prominent or visible. A surve

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Hamilton, Morag. "Scottish country of origin : its role and value in the identities of Scottish premium/luxury brands." Thesis, Robert Gordon University, 2010. http://hdl.handle.net/10059/556.

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The focus of this study is the role and function of country of origin (COO) in the creation and communication of the brand identities of Scottish premium/luxury brands. It applies the identity concept which is well developed in the branding literature to the COO literature where the focus on the consumer perspective of country image has resulted in the area of origin management being underdeveloped. Recognising the paucity of COO literature which examines the mechanisms and processes used by luxury brands to communicate COO, these are also analysed. The study uses an innovative two stage seque

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Lin, Fenfang. "From 'Made in China' to 'Created in China' : the development of a country brand in the international exporting context." Thesis, University of Edinburgh, 2014. http://hdl.handle.net/1842/21048.

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Globalisation has created a world where countries compete with each other over trading. Historically, emerging countries started with a negative brand image to enhance exporting. This is particularly true in the Asian context where a general developmental path has been established by countries such as Japan and South Korea. Their success has gained a strong brand image for their products. China, after launching itself into the global market in the late 70s, has gained an increasing market share of ‘Made in China’ products. The reputation of ‘Made in China’, however, is perceived at low quality

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Minussi, Marilia Marin. "The country of origin effect: tracking Brazil’s brand image among italian consumers." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10886.

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Submitted by Marilia Minussi (marilia.marin@gmail.com) on 2013-05-29T02:28:16Z No. of bitstreams: 1 Dissertacao_290513_MariliaMarin.pdf: 2157416 bytes, checksum: 4d2dda67a2edc944cb749c543bff220e (MD5)<br>Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-05-29T20:07:45Z (GMT) No. of bitstreams: 1 Dissertacao_290513_MariliaMarin.pdf: 2157416 bytes, checksum: 4d2dda67a2edc944cb749c543bff220e (MD5)<br>Made available in DSpace on 2013-05-29T21:57:24Z (GMT). No. of bitstreams: 1 Dissertacao_290513_MariliaMarin.pdf: 2157416 bytes, checksum: 4d2dda67a2edc944cb

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Eggertsson, Matthias. "COUNTRY-OF-ORIGIN AND BRANDING IN A B2B CONTEXT." NSUWorks, 2010. http://nsuworks.nova.edu/hsbe_etd/29.

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This dissertation examines the relative importance of country of manufacturing and country-of-brand versus the functional attributes for industrial products. The study examines country of origin, country-of-brand origin, and how they affect the purchasing team, or what is referred to in this study as the decision-making unit, when purchasing commercial refrigeration compressors. The literature reveals that the international marketing community has been looking at the country-of-origin and what effect it has on the purchasing decision-making process. Even though the world seems to be becoming s

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Alves, Bárbara Siborro. "Influência do Country-of-Origin na indústria portuguesa de moldes." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20726.

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Mestrado em Gestão e Estratégia Industrial<br>A indústria de moldes é uma indústria core em Portugal que assume um posicionamento bastante favorável no mercado externo. Os moldes portugueses destacam-se pela forte aposta na inovação, na tecnologia e na competitividade ao nível da qualidade, dos preços e dos prazos de entrega. Nos últimos anos, com a proliferação da concorrência das diversas indústrias em todo o mundo, incluindo da indústria de moldes, tem-se vindo a assistir a uma maior diversidade e qualidade da oferta, tornando-se o processo de avaliação de produtos mais complexo e exigente

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Ronsini, Neto Mário José. "Country of origin effect: evidences from European consumers' of a Brazilian fashion brand." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17743.

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Submitted by Mario Jose Ronsini Neto (mariojrneto@hotmail.com) on 2017-01-12T16:22:17Z No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2426949 bytes, checksum: 08cb868c82e05a1ed595d1159d1f46f0 (MD5)<br>Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Boa tarde Mário, Apenas uma correção deve ser feita no seu trabalho, você alterou o título, favor corrigir e postar novamente. O tema do seu trabalho foi registrado assim: COUNTRY OF ORIGIN EFFECT: EVIDENCES FROM EUROPEAN CONSUMERS' EVALUATION OF A BRAZILIAN FASHION BRAND Po

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Eriksson, Christoffer, Sofia Dahlgren, and Julia Sunnegårdh. "Is your brand loyalty affected by the country? : An explanatory investigation of the relationship between brand loyalty and country-of-origin in a Swedish context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104772.

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Background: Brand loyalty is a rather old concept and has become a central part of everybrand and there are many factors that need to be considered when choosing strategies in orderto achieve this. However, even though the concept itself is rather set-in stone the research onhow brands archive this in different contexts is constantly in motion, for instance it has beenshown that a brand's Country-of-Origin has effects on consumers purchase intent and attitudeswhich are crucial factors within Brand loyalty. Purpose: The Purpose of this paper is to explain what effect COO has on brand loyalty o

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Olsson, Karin. "Brand gap and the effect of country-of-origin : A consumer survey in Rhone-Alps." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-15465.

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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

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Ericsson, Anna, and Obermayer Erik Linnander. "A study of brand name and country of production congruity : A consumer study – assessed with the example of a Swedish luxury bed manufacturer." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-197577.

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As companies become ever more globalised, manufacture firms choose to outsource production to lower labour cost countries. However, as studies have shown, such a relocation of production may lead to undesirably decreased quality perceptions by consumers as the brand origin and country of production are de-coupled. This quality perception linked to congruity between brand origin and country of production has been studied for various products and product classes, but little has been written about how a luxury bed manufacturer may be affected by this phenomenon known as the country of origin effe

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Cheng, Jiaxing. "Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716.

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Fridjonsson, Sylvia, and Emma Mersmann. "Associating Brands to Nations: Why and How? : A Case Study of Orrefors Kosta Boda." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-112829.

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<p>As globalization has contributed to the increased availability of foreign products across global markets, it is nowadays believed by some that a prerequisite for being able to compete on increased competitive levels is to adapt a global perspective. In this sense, marketing strategies aimed at promoting brands and products must be designed to function even on a global scale. Whereas it has in the past been useful to associate brands and products to specific nations in order to create an exotic appeal, it is questionable if such a marketing strategy would be of use today.</p><p> </p><p>With

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Kyttälä, Roope, and Ekku Leivonen. "Branding Our Roots : A study about the use of country of origin in international business." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161176.

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It has been showed that COO of product has an effect on consumers purchase decisions. Companies are trying to find ways to differentiate their brands from those of their competitors. In many cases the use of COO is considered difficult and is not understood to the level where it would add to the brand value of those companies. Academic areas such as nation branding, COO (country of origin), brand positioning and brand communications work as a base for the investigation of our research problem. The study uses Finland as a study objective to investigate how companies aiming for international mar

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Andersson, Anthon, and Robin Guntell. "Advancing the COO Construct From an Affective Dimension : The Application of Projective Technique." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-47045.

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Master thesis, Master's degree program Marketing, Economic School Linnaeus University, Växjö Sweden, Spring semester 2015. Author: Andersson Anthon, Guntell Robin Tutor: Soniya Billore Examiner: Anders Pehrsson Title: Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique Purpose: The purpose in this article is to break from traditional research and its accompanying cognitive research methods in order to advance the COO field from a more accurate perspective that also involves an affective dimension as well. Design/methodology/approach: Drawing from

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Pia, Hasselrot, and Holmström Bettina. "Finlands varumärke i Sverige : En undersökning hur finska företag använder bilden av Finland i sin marknadsföring i Sverige." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31933.

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Tran, Sandy, and Lundqvist Elin Andersson. "Made in : en kvantitativ studie om country of origin som kvalitetsindikator." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22028.

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I och med att konsumtionssamhället förbrukar mer än någonsin, har det blivit nödvändigt att flytta produktion till länder med kapacitet att producera höga kvantiteter. Det här har lett till att det blir allt viktigare för företagen att redovisa var produkterna kommer ifrån (COO). "Made in" märkningen är inte ovanlig, och är allmänt känd hos de flesta svenskar. Märkningen kan till och med uppfattas som en kvalitetsstämpel enligt tidigare forskning. Det här gällde dock endast industriländers “Made in” märkning samt för länder vars kulturs speglade konsuments. Men hur ofta COO används vid kvalite

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Svensson, Elin, and Amanda Karlsson. "The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106076.

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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. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensi

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Renkema, Marije, and Elio Schöfer. "Investigating the country of origin effect on consumers’ perception regarding consumer products – the case of India." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25702.

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The purpose of this research was to investigate the country of origin effect on consumers’ perception regarding consumer products from India. Indian consumer products are not well known in Europe and other Western countries. Therefore this research is focusing on the expectations consumers have about a certain product from a certain country and not on the experience. In order to understand those expectations, four interviews were conducted on potential Western European consumers. Those interviews were analysed using a framework which consists of a combination between a country of origin effect

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Dreifaldt, Nathalie, and Todd Drennan. "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." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-43722.

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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. Quantitative data analysis revealed that online influencers have a significant effect on consumers’ purchase intent as well as their perception of COO or brand image. Qualitative data analysis further revealed that when cons

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Lee, Hong-Yew, and 李宏耀. "A study on the relationships of Brand Original Country, Manufacturing Country of Origin, Brand Equity and Purchase Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8y5d2j.

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碩士<br>健行科技大學<br>企業管理系碩士班<br>104<br>Global trading has been ushered into a global business division of logistics business model. Under low cost-oriented production model, enterprises incorporate comparative advantage principle to select manufacturing country of origin for their products in order to maximize enterprise interest. However many consumers tend to be affected by product brand origin and manufacturing country of origin and thus influence brand equity. Therefore, this study explored whether the country of origin and manufacture impact on brand equity or purchase intention. This study e

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Ribeiro, Bárbara Schoeppen de Magalhães Álvares. "Measurement of a country brand : the Country Brand Strength Index." Master's thesis, 2017. http://hdl.handle.net/10400.14/23603.

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This thesis applies the Country Brand Strength Index (CBSI) developed by Marc Fetscherin in 2010, in a 5-year period analysis to conduct a longitudinal study applying it to 31 countries. The CBSI proposed is an alternative measurement to existing subjective survey-based measurement indexes. We want to raise the awareness of everyone of how important a country brand is in todays´ world. A strong country brand can stimulate exports, attract tourism, investments, and immigration. Countries need to understand that to stay competitive in the global economy they need to know how to assess their co

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Noba, Jumpei, and 野場惇平. "Country of Origin Image, Trust in the Brand, and Brand Love." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/11745149301435922044.

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碩士<br>東海大學<br>國際經營與貿易學系<br>105<br>The purpose of this thesis is to understand the relationships among country-of-origin image, perceived value, perceived risk, perceived quality, brand trust and brand love. This study investigates the correlation between perceived value, perceived risk and perceived quality from the side of consumer attitudes toward country-of-origin image. Furthermore, this study investigates the relationship between these variables and brand trust, thus, brand love. The results of this study have shown that country-of-origin image would have a positive effect on both perceiv

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Huang, Bo-Ruei, and 黃柏瑞. "The impact of country of origin, country of manufacture and brand equity on brand positioning." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/33593686890402278314.

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碩士<br>國立高雄第一科技大學<br>企業管理研究所<br>99<br>With the progress of communication, manufacturing technology, convenience of transportation and the appearance of emerging market, international enterprise had begun their globalization to magnify the management category, which induced global competition and outsourcing activities, and therefore resulted in the inconsistency of product between "country of origin" and "country of manufacture". To overcome the variety of plenty brands, the marketing strategy which enterprise adopted must focus on creating a clear and vivid "brand position" to strengthen their

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Chiou, Chi-Min, and 邱琦閔. "A Study of Changes in Brand Country Origin－The Moderating Effects in Country of Manufacturing Image and Brand-Country Association." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/47453638933047708244.

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Chien-YuTu and 杜千幼. "The Influence of Brand Origin and Country of Origin on the Consumers' Purchase Intention." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/r3qpuc.

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碩士<br>國立成功大學<br>國際經營管理研究所碩士在職專班<br>105<br>COO effects have been discussing for over decades. Many researchers argue that COO isn't a single cue on consumers' purchase intention. Nowadays, consumers tend to use price or other factors when they make the decision. In terms of quality, country images play a role in consumers' mind. On this paper, Brand Origin and Country of Origin will be defined as two dimensions. One is the managerial level which the top management, marketing strategies or innovation belongs to. The other is defined as the manufactural level which carries out the orders from the

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Zhou, Xiaoli. "Explore what factors can influence the product’s country of origin. Explore how country of origin influences consumer behavior and Porto wine brand. A conceptual model is proposed to clarify the COO and other variables relationships on Porto wine, representative factors: ethnocentrism, cosmopolitanism, affinity, attitude toward brand of wine, brand equity, willingness to buy, memorability, brand identification, brand affect." Master's thesis, 2020. http://hdl.handle.net/10316/94698.

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Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia<br>Objetivo: O principal objetivo deste estudo é explorar os fatores que afetam o país de origem do vinho do Porto. Tome Portugal, China e Brasil como exemplos para discutir como o COO influencia o comportamento do consumidor do vinho do Porto. Os resultados fornecem evidências de como os consumidores fazem o comportamento do consumidor sob o efeito país de origem.Projeto / metodologia / metodologia: o autor selecionou 10 variáveis com base na literatura de pesquisa anterior para estudar como o COO do vinho do Porto afe

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LI, CHUNG-WEI, and 李崇薇. "The Relationships between Country of Origin and Brand Equity of International Chained-brand Hotels." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/01378970200584341308.

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碩士<br>國立高雄餐旅大學<br>餐旅管理研究所<br>104<br>The purposes of this research were to understand the country of origin and brand equity of international brand chain hotels, and to examine the influences of country of origin on brand awareness, brand image, perceived quality and brand loyalty. The study is based on the country of origin by Parameswaran & Pisharodi (1994) and the brand equity by Kim & Kim(2005). The sample of this study was based on the consumers who lived Taipei W Hotel last one year. The survey was conducted during February and March of 2016. A total of 373 questionnaires were distributed

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Chiang, Po-Chen, and 姜柏臣. "Leverage the Country of Origin on brand Extension - The Moderating Role of Brand Equity." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/abxb2q.

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碩士<br>銘傳大學<br>國際企業學系碩士班<br>94<br>With the trend of globalization, products are easier to trade among countries than before. Faced the variety of products or brands, consumers may evaluate them in accordance with some information cues. Among these information cues that is more concerned by international marketer and may affect consumer’s attitude toword the product is country-of-origin (COO) effect. In other words, COO may directly influence consumers’ attitude toward foreign product and indirectly influence brand value. In this study, we further invstigate the effect of brand value on bran

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CHEN, YI-JYUE, and 陳易爵. "The Impact of Country-of-Origin, Service Quality and Brand Image on Brand Equity." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/19717886525520761240.

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碩士<br>嶺東科技大學<br>行銷與流通管理研究所<br>100<br>This study explores the Taiwanese consumers’ decision of buying imported car; whether the country of origin, the imported car dealers’ service quality, and brand image affect Taiwanese consumers' purchasing decisions. This study uses the sample of the owners of imported care, we distributed 350 questionnaires, which 325 questionnaires were valid. Linear structural equation analysis was applied to analyze the data. The findings of the study present a significant respective effect of the country of origin image and service quality on brand image. Furthermore,

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Igorevna, Bugrova-Anastasiya, and 卜安詩. "Impact of Country of Origin and Brand Image on Brand Equity through Marketing Mix." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/43983581353495720063.

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碩士<br>逢甲大學<br>國際經營管理碩士學位學程<br>100<br>As one of BRIC’s members, the prospering Russian market is a subject of a great interest for multinational enterprises. Many of these companies are looking for ways to open up this new territory. However, difficulties may arise from specific, inherent market conditions unique to Russia. Therefore, this study’s aim is to identify and find solutions to these marketing problems. This thesis attempts to address two questions. First, what is the value and impact of Taiwanese companies’ brand image and Taiwan as country of origin on the Russian consumer’s buying

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Nien, Han-Peng, and 粘漢鵬. "Influences of Country of Origin and Consumer Ethnocentrism on Brand Preferences." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/06458507958893365213.

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碩士<br>國立中興大學<br>行銷學系<br>93<br>This study examines how consumer ethnocentrism influences preferences of imported or domestic brands of mobile phones while considering the country of origin effects. The CETSCALE was applied in the study to examine the intensity of consumer ethnocentrism. The data were gathered by conducting separate consumer surveys in Taipei, Taiwan, and in Shanghai, China. Stratified sampling was used in both surveys following the age distributions of the population between the ages of 15 to 64 in Taipei and in Shanghai. Total valid samples were 336 in Taipei and 281 in Sh

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SETJOADI, SHANON OCTAVIA, and 蔡慧麗. "The Impact of Country of Brand Origin to Purchase Intention through Brand Equity in Indonesia." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/s8mmhf.

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碩士<br>輔仁大學<br>國際經營管理碩士學位學程<br>104<br>This study was conducted to know the impact of country of brand origin (COBO) on purchase intention (PI) through brand equity (BE) in Indonesia smartphone industry. The sample used in this study were 266 young consumers and the method of analysis was Partial Least Square (PLS). The results of the study showed that there are positive and significant effect between COBO and BE, BE and PI, and BE mediates the relationship between COBO and PI in Indonesia’s smartphone industry.

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Lee, Meng-Tsung, and 李孟璁. "The Relationship Among Self, Brand Country-of-Origin and Brand Attitude─Information Valance as Moderator." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/60666902514422392040.

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碩士<br>大同大學<br>事業經營學系(所)<br>97<br>Consumer-brand relationship can be established based on individual or group connection. For example, a consumer’s relationship with a Mercedes may be based on the desire to represent his individual-level unique identity (self-concept connection), whereas a relationship with a local brand (Yu-Lung) may be based on a group-level patriotic national identity (country-of-origin). This research expects that the effects of self-concept connection and brand country-of-origin based on the self-construal.. This research will test the effects of individual’s identity with

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Lin, Chih-Hung, and 林志鴻. "The Effect of Product Country-of-Origin Image on Brand Loyalty：A Japanese Brand as an Example." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/89407124894124526248.

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碩士<br>國立中興大學<br>高階經理人碩士在職專班<br>97<br>The liberalization of global economy has triggered large amount of international trades and foreign direct investments in the past decades. The variety of products not only satisfy the needs of customer, but also widen the channels for customer to collect more information for their purchasing decision process. Brand is the sign that provides customers to distinguish the values of different products and service. Outstanding brands could always attract customers to visit the businesses continuously. In the era of global economy, brand and products country-of-

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Wang, Szu-Yun, and 王思芸. "Effects of Values, Consumer Patriotism and Country-of-origin Effects on Brand Attitude and Brand Strength." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/84506199510249262317.

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碩士<br>銘傳大學<br>國際企業學系碩士班<br>98<br>Today, due to the internationalization and liberalization market consumers have more choices. The International Marketing affected not only by the country of origin, the consumers living in different countries also may produce different impressions on products which made from various countries. Due to the fact that brands bring diverse perception and cognition, as a result further in depth understanding is necessary in consumer’s purchasing behavior. Therefore, this study is intended to do further investigation on consumer values, ethnocentrism and the country

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Lai, Bo-Wen, and 賴博文. "A Study of the Relationships among Brand Country-of-Origin Image, Brand Image and Purchase Intention." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/31870582002189999072.

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碩士<br>大葉大學<br>企業管理學系碩士班<br>100<br>People in recent years have cared more and more about the issues of brand image, brand country-of-origin image and purchase intention. The correlations among the 3 factors have also become hot topics. This research goes through relevant literature review and compilation in order to develop the purpose of research. Finally, the study hypotheses are inferred, and a questionnaire is conducted. The students of Da-Yeh University serve as the research population. Totally, 300 questionnaires are handed out and retrieved. Of which there are 8 copies considered to be v

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Chiang, Yuan-Sheng, and 江元聖. "Influences of Brand Awareness to Product Evaluation–Brand Loyalty and Image of Origin Country as Interference." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/42582124752282613544.

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碩士<br>銘傳大學<br>國際企業學系碩士在職專班<br>100<br>With more and more convenient transportation and improvements of people''s living standards, buying brand products has become a main choice for people. While creating a new brand is more difficult with the increasingly fierce market competition and gradually mature marketing methods; companies begin to consider making full use of existing brands to increase performance. At this point, brand awareness will have an impact on product evaluation and volition of purchase. At the same time, there are other issues would affect the them, such as brand loy

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Pena, Patrícia Neto. "Case study: Corticeira Amorim as the ambassador of Portugal’s country-brand." Master's thesis, 2012. http://hdl.handle.net/10071/4948.

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Throughout the course of history, we have been watching the decline of borders physically and commercially; the opening of companies to the world market developed the possibility of expansion and an increase of business opportunities and competition. Nevertheless, globalization is not the only essential element of evolution, the development of technologies, allowed individuals to have access to information that for years was never available due to distance or difficult access. These factors are crucial pieces to brand architecture: brands have developed from only products in which communicatio

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Pereira, Andreia Pedro. "Country Of Origin as an antecedent of brand love : a case study on the brand DCK boardshorts." Master's thesis, 2021. http://hdl.handle.net/10400.14/37080.

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Country Of Origin has been recognized as a significant cue for consumers to evaluate and assess a brand, and ultimately influence and affect their behavioral intentions towards it. The ultimate and ideal outcome of this, together with other adjacent factors, would result on the creation and development of a love relationship with the brand, where the consumers end up becoming loyal, engaged and committed to it. These two topics were addressed and studied through a case study on the Portuguese male boardshorts brand DCK. On one hand, the present dissertation sought to study this concept o

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Costa, Francisco Figueiredo Moniz de Figueiredo. "The impact of country-of-origin and brand origin Image in brand equity and purchase intentions : a study on the Portuguese Smartphone Industry." Master's thesis, 2017. http://hdl.handle.net/10400.14/22737.

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The era of globalization that the world faces, has transcended towards its markets, leading to an increase in competition for global brands. Nowadays, for a brand to stand out from the rest, it must build up a favorable brand equity, thus driving purchase intent by consumers. A way that brands have done so previously, was by using the image of its origins of its products as non-marketing mix elements. This dissertation’s purpose relies on describing the relationships of Country-of-Origin and Brand Origin Image in Brand Equity Dimensions, Brand Equity and ultimately, Purchase Intentions. To ac

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Chen, Chi-Fanf, and 陳祺方. "The Moderating Effect of Country Culture to Relationship between the Country of Origin Effect on Brand Equity." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/37977137633130421584.

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碩士<br>國立臺灣大學<br>國際企業學研究所<br>96<br>This study mainly examined the effects of COD(country of design)and COM(country of manufacture) on consumers’ brand equity(BE) under the steategies of multinational production and international marketing. There is profic research in both the areas of country of origin and brand equity(BE) However, most of the past research focus on finding the evaluation difference for different COO or the BE difference for different marketing activities, few empirical research to date has evaluated how COO may affect BE and the moderating effect of country culture on relatio

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Haung, Tsai-Lu, and 黃再綠. "The Effect of Brand Association for Country of Beer Origin and Country of Manufacture on Decision Making." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/57759700632812612158.

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碩士<br>大葉大學<br>國際企業管理學系碩士在職專班<br>96<br>Globalized market and division of specialties have led to diversified products and soaring quality sense among consumers. Doubtful concerns were caused in Taiwan’s consumers by the booming of concepts of food safety and health as well as increasing problems of imported foods in recent years. As the beer market in Taiwan became fiercely competitive since beer import was permitted, investigation was made in whether the brand association of different countries of manufacture and of origin would affect consumptive behaviors. As elaborated for the experiment,

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Chia-YinTsai and 蔡佳吟. "Consumers’ Perceived Quality and Purchase Intention towards the Clothing Brand Country of Origin and Country of Manufacture." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/40753458207983805760.

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碩士<br>國立成功大學<br>企業管理學系碩博士班<br>101<br>In Globalization era, multinational companies had established headquarter and branches in worldwide. Companies make outsourcing decisions by the law of comparative advantage. We can see the binational products or multinational products in the market. The products’ country-of-design, country-of-manufacture and country-of-establish may come from different countries. This situation inspire me some questions: What are the differences between country-of-origin and country-of-manufacture? How do these differences affect perceived qualities in the mind of con

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Tsai, Yi-Jung, and 蔡宜蓉. "The Effects Country-of-Origin, Brand Fit, and Brand Personality on Perceived Quality of Co-Branding Product." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/98107644899275085508.

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碩士<br>輔仁大學<br>管理學研究所<br>92<br>Brand is a powerful source of sustainable competitive advantage to business. In order to reduce marketing cost, managers hope to improve the brand equity of their own product through allying with other brand. Thus, this study aims to investigate the effects, such as country-of-origin fit, brand fit, and brand personality fit, on consumers’ perceived quality of co-branding products. The moderating effect of product knowledge is also discussed. Sampling from the university and graduate students, this study chooses cell-phone and sports shoe brands that bo

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Lien, Wei-ling, and 練維玲. "The effects of marketing elements, brand equity dimensions, and country of origin on X brand in CHINA." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/54394313315056412618.

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碩士<br>國立高雄大學<br>高階經營管理碩士在職專班(EMBA)<br>100<br>Demand of luxury goods in China market is aroused more swiftly nowadays while western countries under economic recovery. During 2005 to 2010, plenty studies from representative research institutes such as Goldman Sachs and Boston Consulting Group reveal the importance of China market. Thus, China as a burgeoning market is full of commercial potential for international brands in pursuit of brand expansion. With other countries reaching to economic saturation point, the competition of international brands becoming more and more severely in emerging ma

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Salvador, Sofia. "The country of origin brand “wines of Portugal” and its web 2.0 communication." Master's thesis, 2014. http://hdl.handle.net/10400.26/22761.

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Kao, Wen-Hsuan, and 高汶萱. "Country of Origin, Animosity, and Brand Attitude - the Knowledge and Involvemrnt as Moderator." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/x9a586.

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碩士<br>國立宜蘭大學<br>應用經濟與管理學系經營管理碩士班<br>104<br>This research primary objective is the effects of country of origin image and consumer animosity on product attribute cognition, brand preference, and purchase intention, and the other objective is the moderator effect of consumer’s product knowledge and involvement on country of origin effect. This study regards experiment design method as research method ,and uses SPSS and AMOS statistic software to analyze data. Finally, the results show that country of origin image will positively impact on cognition, attitude, and behavior intention. In addition,

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