Notre recherche a comme objectif de déterminer si le statut d’immigrant agit comme modérateur de la relation entre l’état de faible revenu et ses déterminants au Canada. Elle est basée sur les données du Recensement de 2006. Notre étude cherche à comprendre s'il existe des différences selon l'appartenance à la population immigrante ou à la population native quant à la probabilité d’être dans un état de faible revenu. Également, nous avons accordé une attention particulière à la région d'origine des immigrants. Nos résultats soutiennent qu'effectivement l'effet des déterminants retenus sur la probabilité de connaître l’état de faible revenu varie entre les immigrants et les natifs ainsi qu’entre les immigrants selon leur région d'origine. C'est surtout chez les immigrants issus des pays non traditionnels que l'écart dans l'effet des variables est le plus marqué et ce, par rapport aux natifs. Les immigrants issus des pays traditionnels se trouvent dans une situation intermédiaire, soit entre les deux groupes. Par exemple, l'éducation a un effet négatif moins important sur la probabilité d’être dans un état de faible revenu chez les immigrants originaires des pays non traditionnels comparativement aux natifs et aux immigrants originaires des pays traditionnels. Par contre, l’appartenance à une minorité visible, le statut d’étudiant et l’intensité de travail produisent un effet plus important sur la probabilité en question chez les immigrants issus des pays non traditionnels comparativement aux autres groupes. La connaissance des langues officielles du Canada produit un effet négatif bien plus important dans le cas des immigrants issus des pays non traditionnels. C’est surtout les immigrants bilingues qui sont les moins exposés à l’état de faible revenu, alors que ceux qui ne parlent aucune langue officielle du Canada sont les plus touchés. Nous retrouvons les mêmes effets chez les immigrants issus des pays traditionnels, mais dans une moindre mesure. En somme, cette étude apporte des nouvelles connaissances dans le domaine et permet d’arriver à une meilleure compréhension de l’état de faible revenu chez les personnes âgées de 15 ans et plus au Canada. / The goal of our research is to determine the role that immigrant status plays towards the incidence of low-income status in Canada and to identify the determinants of such status. This research is based on data collected as part of the 2006 Canadian census. Our study will attempt to illustrate the different factors involved in a heightened propensity for immigrants to find themselves in a state of low-income in comparison to the occurrence of the same situation in the native population. In addition, we have chosen to focus our attention on these incidences with relation to the country of origin of the immigrants. The markers we have identified which seemed to increase the probability of lower income status were not the same for immigrants and natives. Incidentally, immigrants experienced specifically distinct circumstances according to their country of origin. The variety of possible effects of each variable studied differed notably in the case of immigrants originating from non-traditional countries, in comparison with the situation of immigrants from traditional countries and that of natives. The situation of the immigrants originating from countries from where people traditionally emigrate to Canada tended to fit an intermediate position between natives and immigrants from countries where people emigrate less frequently to Canada. For example, we found that the level of education of immigrants had a relatively small effect on the probability of finding themselves in a low-income status among non-traditional immigrants, whereas it had a somewhat more important effect in the case of natives and of immigrants from traditional countries. On the other hand, being part of a visible minority, being a student or having a high-work intensity job appeared to have a greater effect on the probability of low-income status among non-traditional immigrants than it did in the case of the two other groups. We also discovered that knowledge of the two official Canadian languages played a major role – and increasingly so in the case of immigrants of non-traditional origin. This was confirmed by the experience of bilingual immigrants, who happened to suffer much less from low-income status than immigrants who spoke none of the official languages of Canada and were the most affected. Regarding knowledge of the official languages, we observed similar effects among immigrants from traditional countries but with a significantly lesser impact. In short, this study introduces a new vision in the matter and provides better understanding of the factors directly affecting the incidence of low-income status among the Canadian population aged 15 and up.

Globalization abates barriers and makes the world similar, but also leads countries to perform like companies seeking and competing for global capitals. In this competition the „nation brand‟ becomes a critical tool to stand out and attract any sort of foreign investments. In this research, the factors which affect the nation brand, presented in the Anholt´s hexagon model, will be tested through the combination of theory on nation branding and empirical data. The study analyzes how different organizations affect and promote the commercial image of Spain in Sweden. Up to seven entities susceptible to affect the brand Spain were analyzed; the ICEX, the economic and commercial office of Spain in Stockholm, the embassy of Spain in Stockholm, Invest in Spain, the Elcano Royal institute, the Hispanic-Swedish chamber of commerce in Madrid and the Swedish trade council in Madrid. The study also presents an outline of the current context of the brand Spain and its projection in Sweden, as well as an overview on the trade relationship between both countries. The individual commitment of most of the organizations investigated, under the guidance of the Ministry of foreign affairs and the Ministry of industry, tourism, and trade of Spain, appears as one of the main findings. Despite the limited scope of this investigation, the relative novelty of this field of study leaves room for further research in different directions, questioning those who claim that globalization threats local diversity.

Revenant incessamment au cœur de l’actualité, la question du made in suscite l’intérêt du monde académique depuis plusieurs décennies. Pourtant, la mondialisation et les pratiques commerciales favorisent un environnement de consommation peu propice à une prise en compte volontaire de cette information. En décalage avec cette réalité, de nombreux travaux s’inscrivent encore dans le cadre du paradigme d’un individu rationnel et des modèles cognitifs de traitement délibéré de l’information. L’objectif de cette recherche est de contribuer à une meilleure connaissance des effets du made in dans un contexte de consommation plus naturel.Notre revue critique de la littérature illustre la prédominance d’approches avant tout cognitives, malgré l’apparition d’éléments de nature affective à l’origine de débats invitant à un changement de paradigme. Prenant la mesure de l’importance d’un affect chronique associé au pays d’origine, nous nous appuyons sur le modèle de contenu des stéréotypes et sur la théorie des niveaux de représentation pour développer nos hypothèses de recherche, mettant en exergue les effets combinés des associations affectives et cognitives avec le pays, ses produits ou ses ressortissants, sur l’évaluation du produit par les consommateurs.Nous présentons ensuite nos choix expérimentaux, procédons aux contrôles des données collectées, puis rapportons les tests de nos hypothèses et les résultats de nos analyses. Ceux-ci révèlent des effets directs mais aussi indirects de l’affect pays chronique sur les évaluations des produits. Ces effets diffèrent selon la perception par les consommateurs des ressortissants du pays d’origine, et selon leur perception des produits. / As the economy or politics face new challenges, the question of the origin of products often surfaces in the media and becomes a focus of attention. For several decades, academics have studied the effects of origin on consumers’ attitudes towards products. However, globalization and commercial practices contribute to generating an environment unfavorable to full awareness of such information. This leads to a gap between reality and many research studies, still subscribing to the paradigm of a fully rational individual and to cognitive models of deliberate information processing. The objective of this research is to reach a better understanding of how made-in effects occur in a more natural consumption context.We first conduct a critical literature review highlighting prevailing approaches of an essentially cognitive nature, in spite of the emergence of affective elements sparking debates on a paradigm shift. This leads us to recognize the importance of a chronic country-related affect associated to a product’s country of origin. Building on the stereotype content model and the construal level theory, we develop our research hypotheses on the combined effects of affective and cognitive associations to this country, its products and its nationals, on consumers’ evaluations of the product.We then detail our experimental design, proceed to preliminary controls of collected data, and present the tests of our hypotheses and our main results. They reveal both direct and indirect effects of chronic country-related affect on the evaluations of products. These effects differ depending on consumers’ perceptions of the nationals and of the products from the country of origin.

Submitted by Nelson Pretti (n.pretti.91@gmail.com) on 2018-01-05T15:58:08Z No. of bitstreams: 1 Thesis - Nelson Pretti.pdf: 2041109 bytes, checksum: f5934c1066bf210c83bf047d8126c277 (MD5) / Rejected by Vera Lúcia Mourão (vera.mourao@fgv.br), reason: Olá Nelson, bom dia. estou rejeitando o seu arquivo postado porque você colocou, como se fosse um cabeçalho, o título do seu trabalho em todas as páginas a partir da contracapa, seguindo as normas não pode conter essa informação, peço a gentileza de corrigir e postar novamente. abs. on 2018-01-10T13:11:50Z (GMT) / Submitted by Nelson Pretti (n.pretti.91@gmail.com) on 2018-01-10T22:15:26Z No. of bitstreams: 1 Thesis - Nelson Pretti.pdf: 2721281 bytes, checksum: afa00eed7d99b20684b05112deb26dfa (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2018-01-10T22:26:41Z (GMT) No. of bitstreams: 1 Thesis - Nelson Pretti.pdf: 2721281 bytes, checksum: afa00eed7d99b20684b05112deb26dfa (MD5) / Made available in DSpace on 2018-01-11T13:23:21Z (GMT). No. of bitstreams: 1 Thesis - Nelson Pretti.pdf: 2721281 bytes, checksum: afa00eed7d99b20684b05112deb26dfa (MD5) Previous issue date: 2018-01-10 / In this study, the author analyses the effects of country of origin and brand positioning on consumer’s brand perception and purchase intention of the brand ZARA. For the analysis, the author uses online survey to collect data from students in Spain and in Brazil. ZARA’s brand perception and purchase intention were expected to be higher in Brazil, but the results suggest that ZARA has an equal or even better performance in Spain than in Brazil. Although the results provide a strong evidence of a Brazilian preference for nonlocal brands, this preference hasn’t provided the expected positive results on the other variables analysed. A deeper analysis of the correlations among the variables brought light to some aspects, but, due to the limitations of the thesis’ scope, the data collected didn’t allow a full comprehension of all the causes behind the results found. / Neste estudo, o autor analisa os efeitos do país de origem e posicionamento de marca na percepção de marca e intenção de compra do consumidor relativo a marca ZARA. Para a análise, o autor utiliza uma pesquisa on-line para coletar as respostas de estudantes na Espanha e no Brasil. A expectativa era de que a percepção e intenção de compra de marca da ZARA fosse maior no Brasil, mas os resultados sugerem que o ZARA tem desempenho igual ou até melhor em Espanha do que no Brasil. Embora os resultados forneçam uma forte evidência de uma preferência brasileira por marcas estrangeiras, essa preferência não resultou nos resultados esperados nas demais variáveis analisadas. Uma análise mais profunda das correlações entre as variáveis esclareceu alguns pontos, mas, devido às limitações do escopo da tese, os dados coletados não permitiram uma compreensão completa de todas as causas por trás dos resultados encontrados.

Purpose: How Chinese people behave toward French Luxury Brands? Method: This paper is built on a deductive approach following three main hypotheses. Secondary datawere retrieved from books, studies and articles found in Halmstad library and several databases.Moreover, primary data were also collected through a questionnaire; which shapes the major lines ofour conclusions. Theoretical Framework: The frame of references follows our three hypotheses. First, the culturaldifferences between France and China are highlighted through concepts such as: Hofestede culturaldimensions, Mezirow’s theory and Guanxi. Then, the Mianzi philosophy and the flying geeseparadigm are used to support the hypothesis that brands could be used as social markers. Finally,several theories about the country-of-origin effect are used to analyse the image of French products in China. Conclusion: The authors conclude that French luxury brands are considered on the Chinese south-eastcoast as a mark of high quality, prestige and fashion. These features partly motivate their purchasingdecision, whereas the country-of-origin itself is not a convincing argument. These brands, usuallyexpensive, are nowadays perceived by Chinese as a way to emphasis their wealth and thus socialstatus. This behaviour shows a growing individualism toward French luxury brands ownership in acountry historically ruled by collectivism. The contributions and further studies possible are finallyestablished at the end of this paper.

A Teoria de Negócios Internacionais sugere que ao aumentar o seu grau de internacionalização, as Empresas Multinacionais dos Países Emergentes dependerão cada vez menos dos efeitos dos seus países de origem, escapando assim das mazelas e deficiências desses países e igualando-se às Empresas Multinacionais dos Países Desenvolvidos. Essa argumentação de escape do país de origem, ou argumentação de escape, enfrenta, no entanto, dois desafios. O primeiro refere-se à geração das vantagens competitivas das multinacionais. As firmas originárias dos países desenvolvidos utilizam-se principalmente de capacidades tecnológicas e marketing para construir suas vantagens com base em seus produtos e marcas diferenciados, enquanto as multinacionais dos países emergentes o fazem a partir do aproveitamento de condições específicas do seu país de origem, utilizando-se de capacidades de inovação em processos e operações e em funções administrativas. O segundo desafio refere-se a evidências empíricas de que efeitos de país de origem se fazem sentir mesmo nas empresas multinacionais maduras de países desenvolvidos. A presente pesquisa busca ampliar o conhecimento sobre as capacidades de inovação das empresas multinacionais de países emergentes através do estudo dos limites do argumento do escape. Uma análise longitudinal das capacidades de inovação das empresas multinacionais brasileiras é utilizada para este fim. Estuda-se um período de cinco anos em que o ambiente de negócios do Brasil mudou de estável e favorável a turbulento e desafiador. A análise utiliza dois \"surveys\" aplicados em 2010 e 2015, além de informação complementar de fontes primárias e secundárias. Os resultados sugerem que as capacidades de inovação dessas empresas multinacionais ainda podem sofrer influência do ambiente institucional político e econômico do seu país de origem, mesmo com incremento do seu grau de internacionalização. Observam-se ainda diferentes consequências conforme a estratégia de internacionalização utilizada pelas firmas. As implicações dos achados são discutidas. / The international Business theory suggests that as they increase their degree of internationalization, Multinationals from Emerging Markets reduce their dependency on their Country of Origin Effects, escaping from these countries\' instabilities and deficiencies, therefore leveling with Multinationals from developed countries. The escape from the country of origin, or escape argument, faces two challenges. The first is that firms from developed countries base their advantages on technology and marketing capabilities to build strong products and brands, whereas firms from emerging countries do so mainly by exploiting their country of origin effects using innovative capabilities related to process and operations and to administrative functions. The second challenge relates to empirical evidence of the persistence of country of origin effects on mature multinational firms from developed countries. This research attempts to improve the knowledge on the innovation capability of Emerging Markets Multinational Enterprises through studying the limits of the escape argument. A longitudinal analysis of the innovative capabilities of Brazilian Multinational firms is used for that purpose. The five-year period studied involves a shift in Brazil\'s conditions from a stable and positive institutional environment to one of turbulence and instability. The research uses data from two surveys executed in 2010 and 2015, as well as other primary and secondary sources. The results suggest that the innovative capabilities from Emerging Market Multinationals can still suffer influences from changes in their home country political and economic institutional environment, even with an increase in their degree of internationalization. The outcomes vary according to the internationalization strategy used by the firms. Implications of these findings are discussed.

Estudos têm demonstrado que idéias pré-estabelecidas e estereotipadas dos indivíduos com relação a países podem afetar suas atitudes em relação a produtos oriundos dessas nações. Tal fato é conhecido como efeito país de origem. Nesse contexto, vale destacar que apesar de o Brasil ter assumido nesta década a posição de maior exportador de carne bovina do mundo, seu papel de liderança nesse campo é criticado por muitos europeus, que acreditam que a pecuária brasileira é responsável por grande parte da destruição da floresta amazônica, pela exploração da mão-de-obra barata e até mesmo escrava e, ainda, por realizar baixo investimento na sanidade dos animais. O objetivo geral desta pesquisa é, portanto, analisar a influência da imagem do Brasil na comercialização da carne bovina brasileira na Europa. Este estudo possui uma parte exploratória e outra descritiva, composta por uma etapa quantitativa e outra qualitativa. Além da revisão bibliográfica, foram realizadas entrevistas com exportadores brasileiros, membros de entidades de classe que representam o setor exportador e importador europeu, com o objetivo de complementar os resultados da etapa quantitativa, foco principal da pesquisa. Durante a etapa quantitativa foi realizado um levantamento junto a estudantes e funcionários de universidades na França, Alemanha, Irlanda e Inglaterra, de forma a analisar em que medida a imagem do Brasil pode afetar suas atitudes em relação à carne bovina. Esta pesquisa pôde concluir que crenças em relação a países podem diferir de acordo com o grau de similaridade percebida entre o país do respondente e o país analisado, além de questões demográficas, como local de residência, sexo e faixa etária.Tais fatores também podem moderar a magnitude do efeito país de origem. Conclui-se, também, que os aspectos relativos à comunicação, distribuição e diferenciação dos produtos brasileiros foram os que receberam a pior avaliação por parte dos consumidores que participaram do levantamento, o que significa a necessidade de maior investimento do setor privado e do Governo em ações voltadas para a comunicação dos produtos brasileiros no exterior. Além disso, parece fundamental exaltar nessas campanhas de comunicação, aspectos relacionados às artes e à festividade e amabilidade do povo brasileiro, dimensões bem avaliadas pelos respondentes em todos os países. Observou-se que o total de respondentes avaliou de forma neutra a imagem do Brasil, de uma forma geral, e não houve influência significativa da imagem do Brasil na atitude em relação à carne bovina. Pode-se concluir, portanto, que o efeito país de origem para o total de respondentes foi, apesar de positivo, pouco expressivo. Ao analisar grupos separadamente, observou-se diferenças significativas do efeito país de origem entre as distintas faixas etárias, país de residência, os diferentes gêneros e, entre os grupos com maior ou menor grau de familiaridade e, ainda, envolvimento com o produto. Houve, ainda, diferenças entre os grupos com maior ou menor nível de conhecimento do Brasil. No que se refere às limitações da pesquisa, pode ser destacada a população-alvo definida para esse estudo, tendo em vista que a mesma não abrange outros importantes mercados com os quais o Brasil mantém relações comerciais, como outros países europeus, os Estados Unidos e países asiáticos, ou mesmo diferentes segmentos de consumidores europeus. Pôde-se, com os resultados da pesquisa, avançar no estado da arte nas pesquisas sobre imagem de país e, ainda, colaborar com os profissionais e teóricos de marketing, para que possam melhor gerenciar o construto país de origem como ferramenta de marketing. / In the last years, studies has showed that pre-established ideas and stereotyped from individuals about countries can interfere in their attitudes concerning products from theses nations, phenomena denominated by some authors as the country origin effect. In this context, is important to say that even Brazil has become the main Beef exporter of the world, your leadership in this area has been criticized for some Europeans, who believe that the Brazilian livestock is responsible for Amazon Deforestation, slave work and also, the producers has a low concern with animal health. this position was achieved despite of Amazon deforestation, slave work and not enough animal health care. Brazilian government and the exporter sector have been working to change the image of all productive chain has abroad, showing measures to reduce the environment impact of the activity, in the health care of the animals and in the labor law attendance. Therefore, the main goal of this research is to analyze the influence of Brazilian image in the Brazilian beef trade in Europe. This research is exploratory and descriptive and had a quantitative and a qualitative part. Further the bibliography research, interviews were made with representatives of Brazilian beef exporters and European importer, with the aim of complementing the main focus of this research, the quantitative part. During the quantitative part, a survey was administrated with students and professionals from Europeans universities in France, England, Ireland, and German, in order to know how can Brazilian image affect their attitudes concerning Brazilian beef. This study could conclude that beliefs about countries could be different according the perceived similarity between the respondent country and the analyzed nation, as well as demographic factors, such as place of residence, gender and age. These factors can also moderate the country of origin effect. It also possible to conclude that the aspects related to the communication, distribution and differentiation of Brazilian products receive the worst evaluation from the consumers that had participate of the survey, which means the necessity of improve the investments from the Government and the private sector in this area. Therefore, seems to be very important to give emphasis in theses campaigns, in aspects related with arts, festivity and the friendliness of Brazilian people, dimensions very well evaluated by the respondents. The total of respondents present, in a general way, a neutral evaluation about Brazilian image and the influence of this on the attitude concerning Brazilian beef was not expressive. It is possible to conclude that the country of origin effect, despite of positive, was inexpressive. Analyzing groups separately, it is possible to affirm that the country of origin effect were different between ages, gender and country of residence. It is also different according the level of enrollment and familiarity with Brazilian beef, and between the levels of Knowledge of Brazil. Concerning the limitations from the study, the target population do not achieve others important markets with them Brazil has commercial relations; such as another European countries, Asian countries, USA, even others segments of European consumers. With the results of this study, it was possible to go forward in the state of art in the research about country image and also help marketing professionals and theorist in order to better manage the country of origin as marketing tool.

Chinese companies have been an important issue in the world economy development, since China belongs to the group of emerging countries that had been gaining prominence in the last years. To gain market, ranges of companies are going abroad, aiming to develop their brands internationally. Brand positioning plays an important role when the goal of the company is to gain competitive advantage and to be positioned in the consumer’s mind. Furthermore, when Chinese companies decide to internationalize, they have to deal with the COO (country-of-origin) effect, which might influence the consumer’s perception when purchasing a product. The aim of this study is to examine how the effects of COO influence brand positioning of Chinese firms when going international, and how they deal with these COO effects. In this context, a theoretical framework presenting the brand positioning drivers with the combination of the COO effect is developed. A qualitative case study that incorporates four interviews in two different Chinese companies with subsidiaries in Brazil, called JAC Motors and ZTE, are settled. The findings from the case study are compared and contrasted with the theoretical framework, developing a cross-case analysis, identifying and complementing the elements of the theoretical framework. In this regard, it was identified that Chinese companies position their brands with a cost-benefit approach, due to the COO effect caused by different general attributes from China. The brand positioning drivers, in a certain way, are defined taking in consideration the COO effect, although the drivers were not totally affected by the COO. In order to deal with the COO effect, most drivers oppose a negative effect of the COO when it is caused by the perception of lack ofquality from Chinese products; or the COO effect is highlighted in the strategy, when it is caused by the perception of low price. These findings are eventually depicted by a theoretically anchored and empirically guided model, which allows the authors to describe the international brand positioning of Chinese brands and how they deal with the COO effect in its international brand positioning.

The thesis aims to provide guidance to companies that desire to enter the French market with the aid of internet marketing. Recommendations are given based on a survey of specifics of the market and the environment that the market provides. It was also made its own research among French consumers who were the target group of marketing strategy described in thesis in details. The company has provided space for the practical testing of various marketing tools that were used while entering the French market of luxury products. The thesis is divided into five chapters which are devoted to describing the specifics of the French market, the issue of country of origin, brand perception and internet marketing. The last two chapters contain practical use of marketing methods and their evaluation. In conclusion, there are also evaluated three hypotheses, which had already been defined before the application of the chosen strategy. All information and datas are useful for companies that are interested in similar marketing strategy.

The aim of this diploma thesis is to compare the influence of the country of origin effect on Czech products between Czech and Austrian university students. The first part includes description of existing theories in this field and also presents theoretical possibilities of brand and product origin communication. The empirical part introduces both markets, selected brands Škoda Auto and Pilsner Urquell and presents the interpretation of the data obtained from the questionnaire and its quantitative analysis. In the proposal part, the conclusions of the hypotheses constructed based on the empirical research in the first chapter are interpreted, the differences between both groups of respondents are discussed and author’s proposals are presented.