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Låt landet lyfta loggan - En kvantitativ studie om country-of-origin-effekters påverkan på företags varumärkeskapital

Sondén Karestrand, Leo LU ; Forsberg, Linn LU and Göransson, Johanna LU (2018) FEKH29 20181
Department 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)
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author
Sondén Karestrand, Leo LU ; Forsberg, Linn LU and Göransson, Johanna LU
supervisor
organization
course
FEKH29 20181
year
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},
  keyword      = {Marknadsföring,brand equity,varumärkeskapital,country-of-origin,brand origin,konsumentbeteende},
  language     = {swe},
  note         = {Student Paper},
  title        = {Låt landet lyfta loggan - En kvantitativ studie om country-of-origin-effekters påverkan på företags varumärkeskapital},
  year         = {2018},
}