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Consumer Perception of Brand Image: Country of Origin and Country of Ownership in Electric Vehicle Brands

Björck, Linnea LU and Lu, Meiru LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Thesis purpose: To reveal how consumers perceive the brand image of electric vehicles (EV) in the aspects of COO and COOW. That is to expand the understanding of COO and COOW in consumer perceptions and to offer insights to the EV industry from the consumer’s perspective.

Methodology: A digital research was conducted on digital sites to explore consumer perceptions. Six EV brands with different COO and COOW compositions were researched. This study adopted a qualitative research strategy with an abductive approach as it aims to extend understandings of COO and COOW and enhance the theoretical framework in consumer perception.

Theoretical perspective: The study mainly based on theories in the field of brand image, country of origin,... (More)
Thesis purpose: To reveal how consumers perceive the brand image of electric vehicles (EV) in the aspects of COO and COOW. That is to expand the understanding of COO and COOW in consumer perceptions and to offer insights to the EV industry from the consumer’s perspective.

Methodology: A digital research was conducted on digital sites to explore consumer perceptions. Six EV brands with different COO and COOW compositions were researched. This study adopted a qualitative research strategy with an abductive approach as it aims to extend understandings of COO and COOW and enhance the theoretical framework in consumer perception.

Theoretical perspective: The study mainly based on theories in the field of brand image, country of origin, country of ownership, and consumer perception.

Empirical data: The data is qualitative and observational, collected from online sites.

Conclusion: Firstly, different mostly-valued perceptions are found among the domestic, mixblood, and foreign brand categories in rational and irrational consumers. Secondly, the perception of COO and COOW varies in the three brand categories and the different perceptions between COO and COOW can be distinguished mainly in mixblood brands. Thirdly, the interrelationship among cognitive, affective, and normative perceptions is observed and varies according to consumers rationality. (Less)
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author
Björck, Linnea LU and Lu, Meiru LU
supervisor
organization
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Consumer Perception, Country of Origin, Country of Ownership, Brand Image, Electric Vehicles
language
English
id
8989275
date added to LUP
2019-08-09 09:31:57
date last changed
2019-08-09 11:23:43
@misc{8989275,
  abstract     = {Thesis purpose: To reveal how consumers perceive the brand image of electric vehicles (EV) in the aspects of COO and COOW. That is to expand the understanding of COO and COOW in consumer perceptions and to offer insights to the EV industry from the consumer’s perspective. 

Methodology: A digital research was conducted on digital sites to explore consumer perceptions. Six EV brands with different COO and COOW compositions were researched. This study adopted a qualitative research strategy with an abductive approach as it aims to extend understandings of COO and COOW and enhance the theoretical framework in consumer perception.

Theoretical perspective: The study mainly based on theories in the field of brand image, country of origin, country of ownership, and consumer perception.

Empirical data: The data is qualitative and observational, collected from online sites. 

Conclusion: Firstly, different mostly-valued perceptions are found among the domestic, mixblood, and foreign brand categories in rational and irrational consumers. Secondly, the perception of COO and COOW varies in the three brand categories and the different perceptions between COO and COOW can be distinguished mainly in mixblood brands. Thirdly, the interrelationship among cognitive, affective, and normative perceptions is observed and varies according to consumers rationality.},
  author       = {Björck, Linnea and Lu, Meiru},
  keyword      = {Consumer Perception,Country of Origin,Country of Ownership,Brand Image,Electric Vehicles},
  language     = {eng},
  note         = {Student Paper},
  title        = {Consumer Perception of Brand Image: Country of Origin and Country of Ownership in Electric Vehicle Brands},
  year         = {2019},
}