Studien syftar till att undersöka hur modeföretags val av produktionsland påverkar svenska konsumenternas köpintention. Resultatet ska kunna användas som ett motiv av företag inom modesektorn i deras beslut om produktionsland. Problemdiskussion: En ökad efterfrågan på närproducerade produkter hos konsumenter tvingar företagen att hitta nya produktionspartners i nya länder. Närliggande produktion sägs öka tillverkningskostnaderna vilket gör att företagen på ett nyskapande sätt behöver skapa mervärde till sina produkter. Tidigare studier visar på att det finns en korrelation mellan produktionsland och köpintention. Ett område som saknas inom forskningen är hur svenska konsumenter påverkas av val av produktionsland. Därav ämnar studien till att undersöka om sambandet mellan köpintention och country equity vilket kan förklaras som country awareness, country loyalty, country image och perceived value. Metod: Studien är baserad på en kvantitativ metod med en enkätundersökning som empirisk undersökningsmodell. Enkäten delades på sociala medier och i studien deltog 82 personer. Undersökningen är baserad på en kombination av ett bekvämlighetsurval och självurval. Resultat: Resultatet indikerar på att tillverkningslandet har en betydande påverkan på köpintentionen hos svenska konsumenter när de köper modeprodukter. Studien visar på att hög kunskap om, positiv inställning eller förtroende till ett land ökar köpintentionen. På samma sätt minskar avsikten till att genomföra ett köp när kunskapen är låg, inställningen negativ och förtroendet är lågt. Däremot bekräftar respondenterna att produktionslandet endast till viss del är viktigt för dem. Det innebär att effekten av produktionsland är som högst mellan substitut. Implikationer: Studien kan användas av företag inom modebranschen för att vara till hjälp i dess beslut om produktionsland. Resultatet visar på att köpintentionen hos svenska konsumenter varierar beroende på produktionsområde och kan därav användas som ett motiv för ökad lönsamhet. / The aim of this study is to investigate how fashion companies' choice of country of production affects Swedish consumers’ purchase intention. The result can be used as a motive for companies in their decision of production country. Problem statement: An increasing demand for locally produced products forces companies to find new production partners in new countries. As local production is more expensive, companies need to find new ways that can add value to their sales. Previous research shows a correlation between purchase intention and production country. A missing area within the research field is how Swedish consumers are affected by the choice of production country. Therefore, the aim of this study is to investigate the relation between purchase intention and country equity, which can be divided into country awareness, country loyalty, country image and perceived value. Methodology: The study is based upon a quantitative method and has a survey as its empirical research model. The survey was shared on social media which contributed to a response rate of 82 people. The research is based on a mix of convenience selection and self-selection. Results: The result indicates that the country-of-production has a significant impact on consumers' purchase intention. The research proves that greater knowledge of, positive attitude towards and trust for a country will increase the purchase intention. Equally will the purchase intention decrease as a consequence to poor country-knowledge, negative attitude and low trust. Thus, the research also proves that consumers have a limited care for country-of-production. Thereby will the effect of it be higher between substitutes. Implications: The study can be used by companies within the fashion industry and be useful in their decision of production country. The result proves that the purchase intention varies depending on production area and can therefore be used as a motive for increased profitability.

In the field of public diplomacy, it has increasingly become relevant to develop analytical operations in order to gain knowledge on the perceptions of foreign publics and their attitudes towards countries – a construct known as the country image. In recent time, research on public diplomacy has been increasingly occupied with the impact of media on country images due to the continuous expansion and fragmentation of the hybrid media landscape. Academics and practitioners alike must navigate through large quantities of data and different choices regarding prioritization of sources and methods in order to find suitable analytical frameworks to properly investigate the country image as an analytical object. This thesis addresses these analytical challenges by developing a diachronic text mining analysis of the Swedish country image in the British newspaper the Guardian. Sweden has in recent years drawn attention from the international media, for example during the so-called refugee crisis of 2015 and during the covid-19 pandemic of 2020. In the extensive media coverage of these major events the Swedish course of action was met with a wide range approval and criticism. Using a mixed-method approach of distant and close reading, this thesis approaches the news coverage of Sweden in the Guardian through a content analysis designed in three analytical steps: topic modelling, collocation and concordance analysis, and diachronic corpus assisted discourse analysis. In each of these steps, the appearance of different dimensions of the country image was explored using a dimensional model for integrative country image analysis developed by Ingenhoff and Buhmann. The design of the mixed-method approach showcase how large quantities of textual data can be analyzed in a new diachronic approach, bringing strains of research from digital humanities to the field of public diplomacy.

本研究從日本品牌與日本形象廣告手法在台灣氾濫的社會現實出發，透過對品牌來源國、日本文化認同程度與一致性三個變項的學術理論爬梳，以「表現形式」操弄廣告中呈現的國家印象，而變項間交互作用的分析結果如下： 一、產品的品牌來源國對品牌態度與購買意願有顯著影響；日本品牌較台灣品牌有更好的評價。 二、日本文化認同程度對品牌來源國具有調節作用；日本文化認同程度高的消費者傾向對日本品牌有更多的偏好，對台灣品牌有更負面的態度；而對日本文化認同程度低的消費者，日本品牌與台灣品牌之間的差異則不是那麼明顯。 三、一致性的廣告將導致較正面的品牌態度。 四、日本品牌採用日本形象廣告或台灣形象廣告，都不會對品牌本身有太大的影響；然而，台灣品牌採用一致的台灣形象廣告將使消費者有較正面的品牌態度，不一致的日本形象廣告不但沒有為台灣品牌加分，反而讓消費者產生反感。 本研究的實務意涵則有幾個重點，一是日本品牌不一定是台灣消費市場的萬靈丹，從個人特質來看，日本文化認同程度較低的消費者並不會因為日本品牌的來源國印象改變其產品評估，因此其他的產品或行銷因素可能才是決定消費者意向的關鍵。二是台灣品牌的消費者不一定對日本形象廣告的手法有所偏好，這可以視為對許多台灣品牌以及廣告行銷人員的警訊，因為一般台灣廠商似乎認為若能透過廣告把台灣品牌打造得很日本，就能將廣告中日本的正面形象轉移至消費者對台灣品牌的態度上，因此，近年來浮濫使用日本形象廣告手法的台灣品牌屢見不鮮。但本研究由基模不一致可能導致的負面態度效果切入，研究結果也證實了某些情況之下，台灣品牌若採用了日本形象廣告反而會引起消費者不良的情感評估反應。故實務應用上，日本品牌的定位策略有較多操作空間；台灣品牌則需加強形象管理，不適合採用太過跳躍或多變的形象路線。 / This study is inspired by the social fact that Japanese brands and Japanese image advertising are overflowing in Taiwan. After going through the literature on the three variables of brand country-of-origin, Japanese cultural identity and congruency, this study manipulates country image in advertising with “expression form”, and results of the interactions among variables are as follows: 1.Brand country-of-origin has a significant impact on brand attitude and purchase intention; the evaluation of Japanese brand is better than Taiwanese brand. 2.The degree of Japanese cultural identity has a moderating effect on brand country-of -origin; consumers of high Japanese cultural identity are tend to prefer Japanese brand; however, to consumers of low Japanese cultural identity, the difference between Japanese brand and Taiwanese brand is not obvious. 3.Congruent Advertising leads to a better brand attitude. 4.Whether Japanese brand adopts Japanese image advertising or Taiwanese image advertising, there is no special impact on the brand itself. However, if Taiwanese brand adopts congruent Taiwanese image advertising, it will make consumers have a better brand attitude; incongruent Japanese image advertising won’t bring good to Taiwanese brand but incur consumers’ disfavor of it. Executive implications are also suggested. First, Japanese brands are not always overwhelmingly favored in the market of Taiwan. From the point of personal characteristics, consumers of low Japanese cultural identity won’t change their product evaluations due to the brand country-of-origin image of Japan. Thus, other product or marketing factors might be the keys to consumers’ intentions. Second, consumers of Taiwanese brands do not necessarily prefer Japanese image advertising, and this could be regarded as a warning to Taiwanese brands and practitioners in advertising and marketing, because generally the manufacturers in Taiwan seem to consider that as long as they can build Taiwanese brands Japan-like, the positive image of Japan in advertising would be transferred to consumers’ attitudes on Taiwanese brands. Consequently, Taiwanese brands abusing Japanese image advertising have been prevalent in recent years. The study is based on the negative effects of schema-incongruency on attitude, and the results also prove that under certain circumstances, it would cause consumers’ unfavorable affective responses instead that Taiwanese brand adopts Japanese image advertising. Therefore, in application for practice, positioning strategies of Japanese brands are more flexible to manipulate. Taiwanese brands have to put emphasis on image management and prevent changeful or varied image tactics.

Made available in DSpace on 2016-10-13T14:09:53Z (GMT). No. of bitstreams: 1 Michele Candeloro Herminio.pdf: 10468301 bytes, checksum: 8d961ddffe55128a29a39dd32d3dc620 (MD5) Previous issue date: 2013-06-19 / This work aims to: 1) describe the Colombian nation branding experience, entitled Colombia es Pasión based in the process steps: a) engagement; b) analysis; c) strategy; d) execution and audit and 2) assess the a) image impacts from an international perspective and b) the economic impact, in export, tourism and foreign direct investment areas. In order to do so, initially were presented concepts that support the understanding of the topic, as country brand, country brand identity, country image, place branding, destination brand and country of origin; following the case study, built from bibliographical, documentary and field research evidences, was presented. The case description and its interpretation in the light of process stages and phases can be found in Chapter 4. The impact assessment of the international image was conducted by content analysis of articles which contained the word Colombia in the title, in the newspapers The New York Times and El País, employing the software Atlas/TI. An index image was developed and its shows an improvement of 81.57% in the country image during the period that Colombia es Pasión was active, however, it was not possible to draw a causal link between the image improvement and the nation branding initiative. The economic impact of the program was evaluated by econometric models that considers the three target variables of the program: exports, tourism and foreign direct investment. The econometric analysis suggests that the program had positive economic impacts on exports and on the number of foreign tourists. The overall result of these two variables is, on average, equivalent to 1.28% of GDP in 2011. However, the most significant impact is on the dependent variables, taken as the program target. The effect of the program, on average, corresponds to 16.73% of exports and 13.63% of the number of foreign tourists in the year preceding the start of the program internationals actions, that is 2005. / Este trabalho tem como objetivos: 1) descrever a experiência colombiana de branding, entitulada Colombia es Pasión, com base etapas do processo: a) engajamento; b) análise; c) estratégia; d) execução e auditoria e 2) avaliar os impactos: a) de imagem, na perspectiva externa e b) econômico, nas áreas de exportação, turismo e investimentos estrangeiros diretos. Para tanto, inicialmente foram apresentados conceitos que apóiam a compreensão do tema, como marca país, identidade de marca país, imagem de país, place branding, marca de destino e país de origem; na sequência foi exposto o estudo de caso construído a partir de evidências bibliográficas, documentais e de campo. A descrição do caso e sua interpretação à luz das etapas e fases do processo podem ser encontradas no capítulo 4. A avaliação do impacto de imagem na perspectiva externa foi realizada por meio de análise de conteúdo de artigos que continham a palavra Colômbia no titulo, nas mídias The New York Times e El País, utilizando como ferramenta o software Atlas/TI. Foi desenvolvido um índice de imagem que apontou uma melhora de 81,57% na imagem do país, no período em que o Colombia es Pasión esteve ativo, no entanto, não foi possível estabelecer a relação causal entre a melhora de imagem e a iniciativa de branding. O impacto econômico do programa foi avaliado por meio de um exercício econométrico que considera as três variáveis-alvo do programa: exportações, turismo e investimento estrangeiro direto. A análise econométrica realizada sugere que o programa teve impactos econômicos positivos sobre exportações e número de turistas estrangeiros. O resultado total sobre estas duas variáveis representa, em média, o equivalente a 1,28% do PIB do país em 2011. Entretanto, mostra impacto mais significativo quando comparado com a magnitude dos fluxos originais das variáveis que tomou como alvo. O efeito do programa corresponde em média a 16,73% das exportações e 13,63% do número de turistas estrangeiros do ano anterior ao início das ações internacionais do programa, ou seja, 2005.

In the globalized economy of today, countries compete among each other for tourists, investors or shares in export markets. In order to achieve their goals, they must carefully build and maintain their reputations internationally, much like commercial brands do. This study evaluates the country image of Taiwan in the Czech Republic, and its effect on perception of Made-in-Taiwan products by Czech consumers. For comparative purposes, images and product perceptions of Japan and China are also included in the study. Extra focus is also placed on the impact of consumers’ knowledge of the country on their perception of country image and country products. The data was gathered through an online survey (252 respondents) and the research reveals several important findings. First, the country and product perceptions of Taiwan in the Czech Republic are on average slightly positive to positive, dismissing the negative assessment of the Made-in-Taiwan product label. Second, the knowledge of the Czech people about Taiwan is extremely limited. Third, perception of Taiwan’s country image shows a strong positive correlation with consumers’ subjective and objective knowledge of Taiwan. Fourth, the stereotypical positive image of Japanese products and negative image of Chinese products is confirmed here.