INTERPRETING COUNTRY-OF-ORIGIN EFFECTS IN HIGH- AND LOW-CONTEXT CULTURE SOCIETIES
(2013) BUSN39 20131Department of Business Administration
- Abstract
- Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies.
Theoretical perspectives: Country-of-origin effect, cultural context, international marketing.
Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies.
Empirical foundation: In order to equally study high- and low-context cultural societies, three brands and its country-of-origin. Empirical examples are chosen based on a pre-study conducted towards forty-six people.
Conclusions: Country-of-origin effects such as cognitive, affective and normative all exist within high- and low-context... (More) - Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies.
Theoretical perspectives: Country-of-origin effect, cultural context, international marketing.
Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies.
Empirical foundation: In order to equally study high- and low-context cultural societies, three brands and its country-of-origin. Empirical examples are chosen based on a pre-study conducted towards forty-six people.
Conclusions: Country-of-origin effects such as cognitive, affective and normative all exist within high- and low-context societies to a certain different degree. The main differences are associated to one’s cultural context upbringing where high-context culture values a brand and its country-of-origin under the imposed social hierarchy, as opposed to the low-context culture that focuses more on the segmented individual life. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/3802947
- author
- Elvin, David LU and Garnijanto, Garniasih
- supervisor
- organization
- course
- BUSN39 20131
- year
- 2013
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Country-of-origin, culture, brand, international marketing, high-context culture, low-context culture
- language
- English
- id
- 3802947
- date added to LUP
- 2013-06-18 11:03:49
- date last changed
- 2013-06-18 11:03:49
@misc{3802947, abstract = {{Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies. Theoretical perspectives: Country-of-origin effect, cultural context, international marketing. Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies. Empirical foundation: In order to equally study high- and low-context cultural societies, three brands and its country-of-origin. Empirical examples are chosen based on a pre-study conducted towards forty-six people. Conclusions: Country-of-origin effects such as cognitive, affective and normative all exist within high- and low-context societies to a certain different degree. The main differences are associated to one’s cultural context upbringing where high-context culture values a brand and its country-of-origin under the imposed social hierarchy, as opposed to the low-context culture that focuses more on the segmented individual life.}}, author = {{Elvin, David and Garnijanto, Garniasih}}, language = {{eng}}, note = {{Student Paper}}, title = {{INTERPRETING COUNTRY-OF-ORIGIN EFFECTS IN HIGH- AND LOW-CONTEXT CULTURE SOCIETIES}}, year = {{2013}}, }