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Country-of-origin effekten påverkar alla exportföretag. Hur gynnsam effekten är skiljer sig beroende på ursprungsland, bransch och produktkategori. För att ett varumärke ska kunna utvinna en maximal effekt av Sverige som ursprungsland krävs en djup förståelse för hur effekten står sig på olika marknader och hur den bäst förmedlas. Därför syftar studien till att förklara hur svenska exportföretag använder sig av country-of-origin effekten för att stärka sina varumärken. Genom den teoretiska referensramen som berör brand equity och country-of-origin effekten får country-of-origin effekten en tydlig roll i de olika delarna ett varumärke består av. Undersökningen har en kvalitativ undersökningsmetod genom semistrukturerade intervjuer. Tre svenska exportföretag från olika branscher deltar i studien för att undersöka syftet. Analysen inleds med en inomfallsanalys för varje fallföretag som utmynnas till en mellanfallsanalys. Studien visar att svenska exportföretag generellt sett gynnas av country-of-origin effekten, men styrkan av effekten skiljer sig beroende på bransch, marknad och produktkategori. / The country-of-origin effect has an impact on all exporting companies. How favorable the effect is differs based on the country-of-origin, line of business and product category. To extract the maximal effect of Sweden as a country-of-origin, a deep understanding of how the effect influences different markets is needed as well as knowledge of how it is best communicated. Therefore, the study aims to explain how Swedish exporting companies use the country-of-origin effect to strengthen their brands. Through the theories on brand equity and the country-of-origin effect, the country-of-origin effect is presented with a clear role within the different parts of a brand. The study has a qualitative approach through semi-structured interviews. Three Swedish exporting companies from different lines of business takes part in the study to investigate the purpose. The analysis is structured through three within-case analyses and a cross-case analysis. The study shows that Swedish exporting companies are generally favored by the country-of-origin effect. Although the strength of the Swedish country-of-origin effect differs based on the line of business, market, and product category.

This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumers' attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-border brand alliances. These results extend research in understanding the relationship between the fit variables and the strength of their effects on brand alliance evaluations. / Master of Science

During recent years the high country of the South Island has attracted a good deal of attention from farm economists, soil conservationists, geographers and also politicians. With the present need for increased national production the problem of keeping the high country in productive occupation is the subject of justifiable concern. The purpose of this regional study is to describe one of the most distinctive areas in the high country, and to discuss the problems which have caused the recent Royal Commission on the Sheep-farming Industry in New Zealand to investigate the general economic position of the runholders. Besides being a well-defined physiographic unit, the Mackenzie Basin or, as it is better known to the local people, the Mackenzie Country has a distinctive character of its own. On entering Burkes Pass even the most casual observer cannot fail to notice how different the landscape within the basin appears compared with that outside. This large, gravel-filled intermontane depression with its vast expanse of dun coloured tussock and its clear, dry climate seems to have a special flavour which distinguishes it from any other part of either Canterbury or Otago. Probably the most striking feature of the basin is its monotonous uniformity of both physical conditions and human activities. The extensive sheep-farming economy has imposed a distinctive pattern of land use over the whole area. Not only does the landscape have a similar appearance everywhere but, because of their common int erests, the people all tend to live alike and think alike. Before 1939 the basin was solely a sheep-grazing area but, with the recent developments connected with the storage of water in the lakes for the generation of hydro-electricity, the Mackenzie Country has assumed a new importance. With the dam-building schemes at Tekapo and Pukaki an entirely new element has been introduced into the landscape - the large Public Works Camp. These camps, however, are, for the most part, temporary features and the sheep-station remains the typical unit of settlement. For this reason the major part of this study is devoted to a description of the landscape as it has developed under the extensive sheep-farming economy and a discussion of the problems resulting from the exploitation of the natural vegetation. When the early settlers first took up their runs they had the opportunity of making the Mackenzie basin one of the best merino grazing areas in New Zealand. In most cases that opportunity was lost, due partly to ignorance of proper grazing methods under sub-humid conditions and partly to short-sighted practices caused by temporary economic difficulties. Over-burning and over-stocking extracted an early toll from the vegetation cover which, in spite of numerous attempts can never be fully repaid. By deliberately introducing rabbits into the area the early runholders made their third and possibly their greatest mistake. These rabbits were allowed to multiply unchecked for nearly twenty years before it was realised what a menace they were likely to become. By that time it was too late. Today, the rabbit is generally considered to be the chief cause of the disturbing decline in the sheep carrying capacity of the Mackenzie Country. Altogether, unwise burning, overstocking and rabbits have caused such a deterioration in the tussock cover that Cumberland's description of some parts of the basin as "deserts in the making" is quite appropriate. Admittedly conditions are not as bad as in the "man-made deserts" of Central Otago but a serious problem at present confronts the Mackenzie runholders.

I use 2000-2017 American Community Survey data to study the impact of source county conflict on the earnings of US immigrants from Syria and Lebanon. My data initially presented large wealth disparities between men and women, from both countries. Thus, they were analyzed separately. I conducted a standard Ordinary Least Squares regression using Earnings as my DV and Conflict as my IV and control for personal characteristics as well as time spent working. Overall, my findings proved to be far more nuanced than expected. A negative statistically significant relationship between conflict and earnings was presented for Lebanese men, while a small but positive significant relationship was presented for Syrian men. The results for conflict for women were insignificant for both countries.

As companies become ever more globalised, manufacture firms choose to outsource production to lower labour cost countries. However, as studies have shown, such a relocation of production may lead to undesirably decreased quality perceptions by consumers as the brand origin and country of production are de-coupled. This quality perception linked to congruity between brand origin and country of production has been studied for various products and product classes, but little has been written about how a luxury bed manufacturer may be affected by this phenomenon known as the country of origin effect. Thus in theory quality perceptions are higher if the brand origin and country of production are congruent and are further amplified if that country is already regarded highly in terms of production competence. In our study, we set out to verify this theory through a consumer-based questionnaire. Our results give strong evidence in support of this theory which is why we ultimately claim, from a theoretical standpoint, that the company we focus on should maintain its production location in Sweden.

Abstract Title: To Market a Company with the Help of Nationality – A study in how marketing and branding works and is being perceived when it focuses on nationality Author: Frida Hansson Subject: Media and Communication Studies C Period: Fall semester 2010 Length: 38 pages Tutor: Else Nygren Aim: Companies and various corporations are always on the hunt for the next big thing in marketing. One idea to market themselves and give them a chance to separate themselves from the cluster of companies aspiring to take your costumers away could be to market themselves with nationality. To investigate why and how some company’s chose to market themselves with nationality, and also study how this kind of marketing is being perceived by customers and non –costumers. Method: The research is conducted through personal interviews with representatives from IKEA and MediaMarkt and also focus group interviews with an association test. Theory: Three theories will be the theoretic base for this essay; nation branding, Country of Origin and Product-Country Images. Main results: For companies marketing with the help of nationality is a good way to separate themselves from other similar companies. Although, they need to be cautious about which country they want to be linked to. Commercials with stereotypes from certain countries are fun, but not when you are the one the commercial are making fun of. Some countries are also seen as better than others when it comes to marketing and branding. If you want to associate your company with a country, you should first se where the potential country ranks for an optimal result. Finally, it is also that presented companies around the world works with this kind of marketing strategy and most of them successfully. Furthermore they work consciously or non-consciously with the three theories. Keywords: nation branding, Country of Origin, Product-Country Images, IKEA and MediaMarkt

With the development of globalization, countries with positive and good ¡§country images¡¨ take more advantages when competing for tourists, products and investments in the world. Country images are attitudes that people have towards country¡¦s people, organizations and institutions. Country images normally derive from history and environment events and will affect the evaluation of country¡¦s products. This research holds that ¡§Country branding¡¨ can build up positive country images, improve negative images and increase consumers¡¦ desire to cousume country¡¦s products. Three cases are discussed in this research: product images and destination images of Taiwan and destination images of New Zealand. Literature review and interviews are the main research methods. This research concludes that setting up a responsible organization, maintaining sufficient and stable fund and assigning a suitable leader are essential for the country branding strateies. Besides, when forming the country branding strategies, this research suggests that: 1) Differentiation is one of the most important concept. 2) Country branding should be based on country¡¦s reality and features. 3) Country branding should deliver ¡§integrated, consistent and sustainable¡¨ images to customers.

In the book Brand America, the author believes the US establishes and manages the country¡¦s image as a brand; in the long run, it imperceptibly boosts the national competitiveness of the US. In the meantime, the various phenomena in economy elicited by the cultural and creative industries and the general meaning of a ¡§National Image¡¨ at the conceptual level make people aware that the cultural creative industries have a great influence on a nation¡¦s competitiveness. The methodology of literature review is adopted. The researcher establishes indicators of cultural creative industries and indicators of the state branding, then makes assessments. The research purposively samples 45 countries in all from the three biggest economic areas (15 each), which are the European Union (EU), the Organization of American States (OAS) and the Asia-Pacific Economic Cooperation (APEC) and then makes comparisons. The result shows:¡]1¡^cultural creative industries are significantly correlated with the state branding.¡]2¡^cultural creative industries have the largest influence on one of the four main image aspects of the state branding: image of residential areas.¡]3¡^In the eleven cultural creative industries, music industry has the opportunity to advance the most in state branding.¡]4¡^The correlation of cultural creative industries and state branding will be influenced by the division of economic areas.¡]5¡^The best countries of state branding are Sweden, Australia and Canada.

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