¡@¡@Famous for its products all made in Taiwan and relatively cheap prices, Lativ is one of the popular clothes brands in Taiwan. By a great deal of key word advertising, Lativ gets its popularity and makes its sales rise tremendously. However, taking into consideration of ascending product costs and limited production in Taiwan, Lativ decided to change the location of production lines from Taiwan to China and Vietnam in the beginning of 2012. The issue of production difficulties in Taiwan comes again. In this cosmopolitan trend of division of labour, it's a tough problem that clothes companies in Taiwan could boost the taste of customers in Taiwan by the feature of products made in Taiwan. This research into the change of the customers' tastes with varied brands and different places of production is to find the new way for clothes companies in Taiwan to manage. Country image and other variables are discussed and select to form research model. The goal of this research is to find the relationship between country image and consumers' perceived quality. Another goal is to find the moderator effect between country image and consumers' perceived quality. Sample of 328 collected through questionnaire survey from field and online, and hypotheses were tested by regression analysis. ¡@¡@The result showed that there is a significant relationship between the country image and consumers' perceived quality, and the brand awareness is a moderator between the country image and consumers' perceived quality. The result also indicated that the higher country's design image, prestige, and workmanship image leaded to higher consumer's perceived quality. But country's innovation image did nothing to consumer's perceived quality. Furthermore, brand awareness is a moderator only between the country's design image and consumers' perceived quality. Based on the result, suggestions are as followed: clothing store can claim "brand in Taiwan" instead of "made in Taiwan." They can cooperate with the competitor or form horizontal alliances to increase Taiwan's design image which increase consumer's perceived quality.

A presente dissertação versa, principalmente, sobre a imagem do Brasil pela ótica do estudante intercambista estrangeiro. O estudo tem como objetivos o mapeamento das principais associações feitas ao Brasil por esse público, em particular; a discussão acerca dos atributos presentes em um país que possuem efetivo potencial de atração dessa demanda; a investigação sobre eventuais mudanças na visão dos estudantes, em decorrência do período de vivência, efetiva, no país. Para viabilizar a análise das associações feitas ao Brasil, utilizou-se, como base, estudos anteriores relacionados ao tema e documentos afetos a Marca Brasil. Para o alcance dos objetivos, foi realizada pesquisa bibliográfica em fontes relacionadas aos temas marca-país, imagem e identidade de marca, posicionamento de marca, gestão de marca e intercâmbio educacional. Sequencialmente, realizou-se pesquisa de campo com os estudantes intercambistas estrangeiros, no segundo de 2011. A análise dos dados foi feita por meio de Análise de Variância de Kruskal-Wallis e o Teste da Mediana, ambos procurando variações nas respostas em função do continente/país de origem do respondente. Os resultados apontam a existência de diferenças na percepção do estudante ao se considerar seu país ou continente de origem, evidenciando, portanto, a necessidade de pensar a oferta brasileira de intercâmbio de forma segmentada. Adicionalmente, o estudo revela que as associações promovidas na Marca Brasil refletem, em maior intensidade, uma perspectiva europeia do país, não tendo, aparentemente, significativo grau de aderência para a população de estudantes sul-americanos. / This dissertation is related, especially, with the image of Brazil from the perspective of the foreign exchange student. The study aims to map the main associations made to Brazil for this audience, in particular; the discussion about the attributes present in a country that possess effective potential attraction of this demand; the investigation of possible changes in the vision of the students, due the period of effective experience in the country. To facilitate the analysis of associations made to Brazil, was used, as a basis, previous studies and documents related to the subject Brazil Brand. To achieve the goals, were developed bibliographical research related to the themes country brand, image and brand identity, brand positioning, brand management and educational exchange. Sequentially, was developed held fieldwork with foreign exchange students in the second semester of 2011. Data analysis was performed using Kruskal-Wallis analysis Test and Variance Test, both looking for variations in responses due to the continent / country of origin of the respondent. The results indicate the existence of differences in the perception of the student when considering your country or continent of origin, showing therefore the need to think the Brazilian offering on a segmented way. Additionally, the study shows that associations promoted in Brazil Brand reflect, with greater intensity, a European perspective of the country and, apparently, doesn\'t have a significant degree of adherence to the population of South America students.

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.

Iki šiol nėra vieningos nuomonės, kaip turėtų būti apjungta prekės kilmės šalies efekto vertinimo koncepcijų ir principų įvairovė. Todėl metodologiniais ir praktinės vadybos tikslais būtina vieninga prekės kilmės šalies efekto įvertinimo metodika, sudaranti sąlygas atsižvelgti į šio efekto įvairiapusiškumą ir įtaką vartotojų elgsenoje. Atsižvelgiant į problemos aktualumą, numatomas darbo tikslas yra dvejopas ir susijęs su nurodyta prekės kilmės šalies efekto vertinimo krypčių ir metodų įvairove: 1) išskirti vieningą metodiką prekės kilmės šalies efekto ir nacionalinio įvaizdžio vertinimui vartotojų elgsenos procesuose; 2) apibrėžti galimas pasiūlyto modelio pritaikymo kryptis verslo praktikoje. Siekiant nurodytų darbo tikslų ir sutelkiant dėmesį į vieningos kilmės šalies efekto vertinimo metodikos nustatymą, apibrėžiami šie darbo uždaviniai: a) atlikti teorinių šaltinių (literatūros) ir empirinių tyrimų, nagrinėjančių prekės kilmės šalies efektą ir šalies įvaizdžio įtaką vartotojų elgsenoje, analizę, b) išskirti pagrindinius prekės kilmės šalies efekto vertinimo elementus ir principus, remiantis pagrindinėmis šalies įvaizdžio koncepcijos nuostatomis, c) apibrėžti vieningą teorinį prekės kilmės šalies efekto vertinimo modelį, d) pateikti galimus siūlomo prekės kilmės šalies efekto vertinimo modelio pritaikymo sprendimus Lietuvos verslo aplinkai. Siekiant apibrėžtų uždavinių įvykdymo, šiame tiriamajame teoriniame-metodologiniame darbe atliekant literatūros šaltinių bei... [toliau žr. visą tekstą] / This graduation paper researches the phenomenon of country-of-origin effect with the two-fold aim to define a unified model for the COO effect evaluation and identify model application opportunities in the business reality. This identification of the aim of the paper has led to the following objectives of the study: · to present an in-depth analysis of theoretical concepts and models related to the COO effect and identify main trends in the scientific COO research, · to identify essential principals of the COO effect evaluation in regard to consumer behaviour; · to integrate main theoretical and empirical aspects of the phenomenon in a unified hypothetical model; · to propose opportunities for model application in Lithuanian business. In order to achieve the stated aim and given objectives, the object of research was defined as COO effect and the following methodology was selected: (1) content analysis of empirical research to be carried out, (2) theoretical analysis of theories related to COO to be conveyed, (3) synthesis of empirical and theoretical dimensions in a unified COO model, (4) a pilot study to be carried out to define the existence of the COO effect in regard to Lithuanian consumers. Part 1 of the paper discloses major theoretical and empirical concepts related to the COO effect. Analytical approach is used in Part 2 to view theoretical and empirical approaches to the evaluation of COO effect in consumer behaviour. Part 3 of the paper covers pilot research as an... [to full text]

A presente dissertação versa, principalmente, sobre a imagem do Brasil pela ótica do estudante intercambista estrangeiro. O estudo tem como objetivos o mapeamento das principais associações feitas ao Brasil por esse público, em particular; a discussão acerca dos atributos presentes em um país que possuem efetivo potencial de atração dessa demanda; a investigação sobre eventuais mudanças na visão dos estudantes, em decorrência do período de vivência, efetiva, no país. Para viabilizar a análise das associações feitas ao Brasil, utilizou-se, como base, estudos anteriores relacionados ao tema e documentos afetos a Marca Brasil. Para o alcance dos objetivos, foi realizada pesquisa bibliográfica em fontes relacionadas aos temas marca-país, imagem e identidade de marca, posicionamento de marca, gestão de marca e intercâmbio educacional. Sequencialmente, realizou-se pesquisa de campo com os estudantes intercambistas estrangeiros, no segundo de 2011. A análise dos dados foi feita por meio de Análise de Variância de Kruskal-Wallis e o Teste da Mediana, ambos procurando variações nas respostas em função do continente/país de origem do respondente. Os resultados apontam a existência de diferenças na percepção do estudante ao se considerar seu país ou continente de origem, evidenciando, portanto, a necessidade de pensar a oferta brasileira de intercâmbio de forma segmentada. Adicionalmente, o estudo revela que as associações promovidas na Marca Brasil refletem, em maior intensidade, uma perspectiva europeia do país, não tendo, aparentemente, significativo grau de aderência para a população de estudantes sul-americanos. / This dissertation is related, especially, with the image of Brazil from the perspective of the foreign exchange student. The study aims to map the main associations made to Brazil for this audience, in particular; the discussion about the attributes present in a country that possess effective potential attraction of this demand; the investigation of possible changes in the vision of the students, due the period of effective experience in the country. To facilitate the analysis of associations made to Brazil, was used, as a basis, previous studies and documents related to the subject Brazil Brand. To achieve the goals, were developed bibliographical research related to the themes country brand, image and brand identity, brand positioning, brand management and educational exchange. Sequentially, was developed held fieldwork with foreign exchange students in the second semester of 2011. Data analysis was performed using Kruskal-Wallis analysis Test and Variance Test, both looking for variations in responses due to the continent / country of origin of the respondent. The results indicate the existence of differences in the perception of the student when considering your country or continent of origin, showing therefore the need to think the Brazilian offering on a segmented way. Additionally, the study shows that associations promoted in Brazil Brand reflect, with greater intensity, a European perspective of the country and, apparently, doesn\'t have a significant degree of adherence to the population of South America students.

Background: The emergence of global markets has created new hurdles for managers of international companies, yet provided with opportunities to take advantage of country of origin and transmit product information via “Made in” label. For many years China has been perceived negatively for a number of reason, though Chinese cosmetics is a new venture for the emerging economy.  Purpose: The purpose of this study is to widen the current knowledge of country of origin in the cosmetics industry. The aim was to explore the underlying reasons in the attitude formation of female European millennials towards country of origin of China with regard to cosmetics industry.  Method: Focus group discussions have been chosen as the most appropriate research method to fulfil the purpose of the study. Three focus groups consisted of female European millennials were conducted during which the visual aids were shown in order to contribute to answering research questions. A deductive content analysis was used to analyse the data obtained.  Conclusion: The results of this study revealed that the attitudes held by female European millennials towards cosmetics made in China are more negatively due to a weak product-countryimage,withsomeexceptions. Thisisconsistentwithprevious studies that China’s country of origin is still perceived as unfavourable. However, new insights have been discovered that respondents do not perceive any country as having a superior expertise in cosmetics, except of France.

Successful presentation of a country as a brand and positioning its unique image on the global level can give significant opportunities for development and progress of the state in the different areas. This research applies theories on the country branding to estimate impact of mega sport events on the image of state. To accomplish these goal I used case study – formation of brand Ukraine before hosting European Football Championship 2012 (EURO 2012). To investigate  brand strategy of Ukraine and analyze implemented projects I conducted in-depth interviews with government officials and independent experts, who are involved in promo campaigns of Ukraine. The research concluded that Ukraine is in the process of  brand formation, but it is too early to to assume the existance of the comprehensive brand of the country. For Ukraine, EURO 2012 impulses change of negative perceptions of the country and  is a step towards complex strategy of brand creation. Future of this strategy therefore depends on conducting preliminary studies of each promo project and coordinated collaboration between all actors who take part in creation of brand Ukraine. Research also provides recommendations on how to make brand campaign more efficient.

[pt] Empresas brasileiras e de outros países emergentes estão construindo, ou planejam construir em um futuro próximo, sua estratégia de marca e posicionamento global. O uso da marca país pode ser uma maneira de diferenciar suas ofertas no mercado internacional. Com base no conceito de country equity, originado da extensão do constructo brand equity para países, esta pesquisa teve como objetivo investigar empiricamente a influência que a origem brasileira de um produto exerce sobre a atitude de consumidores estrangeiros desse produto. Adotou-se o modelo de Pappu e Quester (2010), composto por cinco dimensões (conhecimento do país, imagem micro de país, imagem macro de país, qualidade percebida e lealdade ao país), que foi complementado com indicadores afetivos (sentimentos, emoções), com base em Haubl (1996). O modelo proposto foi testado em duas categorias de produtos, uma de produtos duráveis (automóveis) e outras de produtos não duráveis (sapatos). Os questionários foram aplicados a uma amostra de 439 estudantes chilenos. A análise dos dados coletados permite agregar novas noções aos resultados de estudos anteriores sobre as dimensões do constructo country equity sob o ponto de vista do consumidor. / [en] The use of nation branding can be a way to differentiate multinational companies offerings in target international markets. Based on the concept of country equity, originated from the extension of the construct of brand equity to countries, this research aimed to empirically investigate the influence the Brazilian origin of a product has on foreign consumers’ attitudes towards this product. Building on the work by Pappu and Quester (2010), a consumer-based perspective was adopted for country equity and the construct was operationalized with five dimensions, comprising country awareness, macro country image, micro country image, perceived quality, and country loyalty toward the country. Their model was complemented with affective indicators (feelings, emotions), based on Haubl (1996). The proposed model was tested in two different product categories, a durable consumer product category (cars) and a nondurable consumer product category (footwear). The questionnaires were administered to a sample of 439 Chilean students. The data analysis adds new approaches to the results of previous studies on the dimensions of the country equity construct from a consumer-based perspective.

Algumas características de um produto ou serviço podem ser facilmente reproduzidas, contudo o valor de uma marca é um ativo intangível que as empresas buscam e que possibilita a diferenciação em relação aos demais concorrentes de mercado. Muitos estudos analisam outra interferência no processo de decisão de compra: a influência de informações a respeito do país de origem de um bem ou serviço nas atitudes do consumidor (chamada de \"efeito país de origem\"). O efeito país de origem está relacionado à imagem de um país, bem como à sua marca. Muitas empresas, tentando aproveitar o potencial da imagem de seu país de origem, utilizam as marcas de países com o intuito de alavancar suas atividades, ou ainda utilizam uma marca setorial relacionada à imagem de seu país. A presente pesquisa analisou estudos realizados sobre a construção de marcas setoriais e, em virtude dos poucos casos relatados na literatura que abordaram o processo de criação e gestão da marca, a fim de, dessa forma, contribuir para o desenvolvimento teórico desse tipo de estratégia de marca. A pesquisa de campo foi exploratória e qualitativa, sendo utilizados dados secundários e entrevistas em profundidade com agentes da Apex-Brasil, bem como do INPI e de consultores atuantes na área, para a compreensão e aprofundamento da temática. Para análise dos dados, foi utilizada a análise de conteúdo, juntamente com a triangulação dos dados. Como resultados das análises concluiu-se que os processos de desenvolvimentos de marcas setoriais ainda estão em fase de implantação e que a marca têm sido utilizada apenas para alavancar exportações. / Some products\' or services\' characteristics can be easily reproduced, although the brand equity is an intangible asset sought out by the companies and that allows differentiation from other competitors in the market. Many studies analyze interference in the buying decision process: the influence of information about the goods\' or services\' country of origin in consumer\'s attitudes (the so-called \"country of origin effect\"). The country of origin effect is related to the country\'s image as well as its brand. Many companies, trying to benefit from their country of origin image, use brands containing the name of their country in order to leverage their activities. They can also use an industry brand related to their country image. This study intends to analyze in detail some studies about industry\'s brands (or sector brands) because of the few cases reported in the literature about the branding strategy. It also aims to contribute to the theoretical development of this kind of brand strategy, through the purpose of a method for sector branding that could be replicated in different industries and countries. The field research will be exploratory and qualitative, including the use of secondary data and in-depth interviews with Apex-Brasil\'s and INPI\'s agents and consultants to understand the research theme. The data analysis included content analysis and methodological triangulation. The results of the analysis was concluded that the development processes of sector brands are still in the implementation phase and that the mark has been used only to boost exports.

Os países estão cada vez mais conscientes da importância da sua imagem, dado que, a imagem de um país representa um ativo fundamental nas novas relações econômicas e políticas. Assim, a pesquisa da imagem dos países vem ganhando relevância no campo de estudos de Marketing Internacional. Nesse contexto, o objetivo da presente pesquisa foi: investigar quais são as dimensões que compõem a imagem do Brasil e quais são os fatores que contribuem para sua formação no exterior, especificamente na América Latina. Para atingir esse objetivo, foi realizado uma pesquisa qualitativa aplicando o método ZMET e uma pesquisa quantitativa por meio de um survey junto a uma amostra de 1617 respondentes de nacionalidade mexicana, argentina, equatoriana e boliviana. Os resultados do estudo confirmaram que o construto \"Imagem de país\" compreende três componentes (cognitivo, afetivo e conativo), confirmou-se também que a imagem do Brasil pode ser analisada por uma combinação dos componentes cognitivo, afetivo e conativo, sendo que o cognitivo foi o componente mais fortemente identificado, baseado essencialmente em crenças relacionadas à política, às pessoas do país, aos aspectos socioambientais, à economia, à inovação e à cultura do Brasil. Adicionalmente, os resultados demonstraram que, para os participantes pesquisados (mexicanos, argentinos, equatorianos e bolivianos), a internet e os jornais televisivos foram os dois meios de comunicação mais importantes para obter informações sobre o Brasil. Portanto, os meios de comunicação desempenham um papel muito importante na formação da imagem do Brasil na América Latina / The countries are increasingly aware of the importance of their image, since the image of a country is a key asset in the new economic and political relations. Thus, the research of the image of the country has been gaining importance in the international marketing field studies. In this context, the objective of this research was: investigate what are the dimensions that contribute to constitute Brazilian country image and what are the factors that helps to form this particular aspect in Latin America. To achieve this goal, we performed a qualitative research applying ZMET method, and a quantitative research through a survey with a sample of 1617 respondents of Mexican nationality, Argentina, Ecuador and Bolivia. The study results confirmed that the construct \"country image\" comprises three components (cognitive, affective and conative), it was confirmed also that the Brazilian image can be analyzed by a combination of components cognitive, affective and conative. Since the cognitive was the most strongly identified component, essentially based on beliefs related to politics, the people of the country, social and environmental aspects, the economy, innovation and culture of Brazil. In addition, the results showed that the participants surveyed (Mexicans, Argentineans, Ecuadorians and Bolivians), the Internet and television news are the two most important media for information about Brazil. Therefore, the media performs one important role in the Brazilian image formation in Latin America