Låt landet lyfta loggan - En kvantitativ studie om country-of-origin-effekters påverkan på företags varumärkeskapital
(2018) FEKH29 20181Department of Business Administration
- Abstract
- Abstract
Title: Let the country lift the logo- a quantitative study of the country-of-origin effects impact on the brand equity.
Seminar date: 2018-06-01
Title of the course: FEKH29 - Bachelor Degree Project in Marketing Undergraduate Level, Business Administration, 15 University Credits Points
Authors: Johanna Göransson, Leo Sondén Karestrand, Linn Forsberg
Advisor: Clara Gustafsson
Key words: Marketing, Brand equity, Country-of-origin, Brand origin, Consumer behaviour,
Purpose: This study aims to explore which of the country-of-origin effects that affect the certain components of the brand equity the most.
Methodology: The essay is based on a quantitative research method through statistical analysis on primary data collected... (More) - Abstract
Title: Let the country lift the logo- a quantitative study of the country-of-origin effects impact on the brand equity.
Seminar date: 2018-06-01
Title of the course: FEKH29 - Bachelor Degree Project in Marketing Undergraduate Level, Business Administration, 15 University Credits Points
Authors: Johanna Göransson, Leo Sondén Karestrand, Linn Forsberg
Advisor: Clara Gustafsson
Key words: Marketing, Brand equity, Country-of-origin, Brand origin, Consumer behaviour,
Purpose: This study aims to explore which of the country-of-origin effects that affect the certain components of the brand equity the most.
Methodology: The essay is based on a quantitative research method through statistical analysis on primary data collected through a consumer survey. A deductive research effort was adopted.
Theoretical perspectives: The theoretical frameworks that the essay is based on are the Sources of brand equity model by Aaker (1991) and the Theoretical framework for country-of-origin effects by Obermiller and Spangenberg (1989).
Null hypothesis: No statistically ensured differences between the different country-of-origin effects impact on the consumers evaluation of the brand equity components will be identified.
Empirical foundation: Through the consumer survey a total of 146 valid responses were collected. Respondents were divided into three groups and assigned a scenario with either normative, affective or cognitive information cues connected to a fictitious country-of-origin. The respondents were then asked to respond to a number of questions designed to measure the different dimensions of brand equity.
Conclusion: Statistically ensured differences between the different country-of-origin effects impact on the brand equity components were identified. Results show that the affective country-of-origin effects has a significantly larger impact on the brand equity components brand loyalty and brand association, compared to the other country-of-origin effects. (Less) - Abstract (Swedish)
- Sammanfattning
Titel: Låt landet lyfta loggan - En kvantitativ studie om country-of-origins-effekters påverkan på företags varumärkeskapital
Seminariedatum: 2018-06-01
Kurs: FEKH29 - Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Johanna Göransson, Leo Sondén Karestrand, Linn Forsberg
Handledare: Clara Gustafsson
Nyckelord: Marknadsföring, brand equity, varumärkeskapital, country-of-origin, brand origin, konsumentbeteende
Syfte: Denna uppsats syftar till att undersöka om någon av country-of-origin-effekterna påverkar en viss beståndsdel av varumärkeskapitalet i större utsträckning
Metod: Uppsatsen är baserad på en kvantitativ forskningsmetod genom statistisk analys på primärdata från en... (More) - Sammanfattning
Titel: Låt landet lyfta loggan - En kvantitativ studie om country-of-origins-effekters påverkan på företags varumärkeskapital
Seminariedatum: 2018-06-01
Kurs: FEKH29 - Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Johanna Göransson, Leo Sondén Karestrand, Linn Forsberg
Handledare: Clara Gustafsson
Nyckelord: Marknadsföring, brand equity, varumärkeskapital, country-of-origin, brand origin, konsumentbeteende
Syfte: Denna uppsats syftar till att undersöka om någon av country-of-origin-effekterna påverkar en viss beståndsdel av varumärkeskapitalet i större utsträckning
Metod: Uppsatsen är baserad på en kvantitativ forskningsmetod genom statistisk analys på primärdata från en enkätundersökning. Uppsatsen har en deduktiv forskningsansats och positivism som kunskapsteoretisk ståndpunkt.
Teoretisk referensram: Uppsatsens teoretiska referensram utgörs av Aakers (1991) modell för varumärkeskapitalets beståndsdelar samt Obermiller och Spangenbergs (1989) ramverk för country-of-origin-effekter.
Nollhypotes: Inga signifikanta skillnader mellan de normativa, affektiva och kognitiva country-of-origin-effekternas påverkan på varumärkeskapitalets olika beståndsdelar kommer kunna identifieras.
Empirisk grund: Genom enkätundersökningen kunde totalt 146 validerade svar samlas in. Respondenterna delades in i tre grupper och tilldelades ett scenario med information beskrivande ett fiktivt ursprungsland utformad för att stimulera antingen en normativ, affektiv eller kognitiv country-of-origin-effekt, följt av ett antal frågor anpassade för att mäta varumärkeskapitalets beståndsdelar.
Slutsats: Statistiskt säkerställda skillnader mellan de olika country-of-origin-effekternas påverkan på varumärkeskapitalets beståndsdelar har identifierats. Resultatet visar att den affektiva country-of-origin-effekten har signifikant större påverkan på beståndsdelarna varumärkeslojalitet och varumärkesassociationer, jämfört med de andra country-of-origin-effekterna. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8953626
- author
- Sondén Karestrand, Leo LU ; Forsberg, Linn LU and Göransson, Johanna LU
- supervisor
- organization
- course
- FEKH29 20181
- year
- 2018
- type
- M2 - Bachelor Degree
- subject
- keywords
- Marknadsföring, brand equity, varumärkeskapital, country-of-origin, brand origin, konsumentbeteende
- language
- Swedish
- id
- 8953626
- date added to LUP
- 2018-07-13 08:32:36
- date last changed
- 2018-07-13 08:32:36
@misc{8953626, abstract = {{Abstract Title: Let the country lift the logo- a quantitative study of the country-of-origin effects impact on the brand equity. Seminar date: 2018-06-01 Title of the course: FEKH29 - Bachelor Degree Project in Marketing Undergraduate Level, Business Administration, 15 University Credits Points Authors: Johanna Göransson, Leo Sondén Karestrand, Linn Forsberg Advisor: Clara Gustafsson Key words: Marketing, Brand equity, Country-of-origin, Brand origin, Consumer behaviour, Purpose: This study aims to explore which of the country-of-origin effects that affect the certain components of the brand equity the most. Methodology: The essay is based on a quantitative research method through statistical analysis on primary data collected through a consumer survey. A deductive research effort was adopted. Theoretical perspectives: The theoretical frameworks that the essay is based on are the Sources of brand equity model by Aaker (1991) and the Theoretical framework for country-of-origin effects by Obermiller and Spangenberg (1989). Null hypothesis: No statistically ensured differences between the different country-of-origin effects impact on the consumers evaluation of the brand equity components will be identified. Empirical foundation: Through the consumer survey a total of 146 valid responses were collected. Respondents were divided into three groups and assigned a scenario with either normative, affective or cognitive information cues connected to a fictitious country-of-origin. The respondents were then asked to respond to a number of questions designed to measure the different dimensions of brand equity. Conclusion: Statistically ensured differences between the different country-of-origin effects impact on the brand equity components were identified. Results show that the affective country-of-origin effects has a significantly larger impact on the brand equity components brand loyalty and brand association, compared to the other country-of-origin effects.}}, author = {{Sondén Karestrand, Leo and Forsberg, Linn and Göransson, Johanna}}, language = {{swe}}, note = {{Student Paper}}, title = {{Låt landet lyfta loggan - En kvantitativ studie om country-of-origin-effekters påverkan på företags varumärkeskapital}}, year = {{2018}}, }