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.

Das Ziel der vorliegenden Studie ist, die Herkunftspräferenzen der slowakischen Verbraucher zu untersuchen und die Schlussfolgerungen und Empfehlungen für die marketingstrategischen und kommunikationspolitischen Maßnahmen zur Förderung der heimischen Produktion in der Slowakei zu konkretisieren. Der theoretische Abschnitt der Arbeit widmet sich den Prozessen des Verhaltens der Konsumenten aus psychologischer sowie marketingpolitischer Sicht und bietet eine ausführliche theoretische Bestandaufnahme zu den Themenbereichen Konsumentenverhalten, Image, Herkunft, Country-of-Origin. Darüber hinaus werden die Rahmenbedingungen für das Agrarmarketing und herkunftsbezogene Marketingmaßnahmen sowie die Ausgangssituation für das Marketing von Lebensmitteln der slowakischen Herkunft erläutert. Die Sekundäranalyse der Agrarmärkte Tschechiens, Polens und Ungarns bieten die Grundlage für die Verbesserung und neue Vorschläge zu den herkunftsbezogenen Marketingmaßnahmen in der Slowakei. Die empirische Forschung besteht aus 3 Teilen: Aus der standardisierten Konsumentenbefragung mittels Fragenbogens, aus Experteninterviews und aus dem Store/ Produkt-check. Im Fokus der schriftlichen Befragungen stehen die jungen slowakischen Konsumenten mit hohem Bildungsniveau, bei denen die Präferenz für die slowakischen Lebensmittel und deren Abhängigkeit von dem Image der Slowakei sowie die Einstellung zu den Ländern Deutschland, Tschechien und Polen untersucht werden. Die Experteninterviews bieten einen vertieften fachlichen Einblick auf das untersuchte Thema. Die Ergebnisse der Untersuchung offenbaren deutliche positive Einstellung zum Heimatland und positives Image der Slowakei. Dies lässt sich zum positiven Image der slowakischen Lebensmittel übertragen. Die kognitiven Kaufmotive spielen beim Kauf von slowakischen Lebensmitteln eine übergeordnete Rolle, wobei dem Herkunftskriterium eine gewisse Wichtigkeit zugeschrieben wird. Die erforschten Ergebnisse münden anschließend in die Erarbeitung von Hinweisen, Erweiterungs- und Verbesserungsvorschlägen des in der Slowakei angewendeten Förderungsprogramms für die einheimischen Lebensmittel. / This exploratory study examines the consumer perception and attitudes toward domestic food products among Slovakian consumers. Furthermore this gives recommendation for the improvement of marketing activities to promote domestic food products in Slovakia. The theoretical section of this work is dedicated to the investigation of the processes of consumer behaviour from a psychological and marketing point of view. This section explores and offers a detailed theoretical explanation to the following topics: consumer behaviour, image, origin, country-of-origin. In addition, the framework of agricultural marketing and marketing activities based on origin of the products as well as the situation for the marketing of food products with Slovakian origin are explained. The secondary analyses of the agricultural markets in Czech republic, Poland and Hungary are the basis for the improvement and new suggestions for the marketing activities for the food products in Slovakia. The empirical research consists of 3 parts: consumer standardised surveys, interviews with experts and methods of store-check/ product-check. The consumer surveys focus on young Slovakian consumers with higher education level and their attitudes and preference toward domestic food products and check if they are dependent on portraying the image and assosiations with their home-country. The surveys explor the attitudes toward foreign food products from Germany, Czech republic and Poland as well the country-image of these countries. Interviews with experts provide deeper academic and professional exploration to the investigated field. The results of the scientific surveys reveal significant positive attitudes to the home- country and positive image of Slovakia among the chosen group of Slovakian consumers. This has an influence on the positive image of Slovakian food products. The cognitive buying motives play a significant role in the purchase of Slovakian food products, however the country-of-origin criteria demonstrates an importance as well. The results lead to the formulation of references, improvement recommendations and suggestions for the marketing program for domestic food products in Slovakia.

Offshore programs have become increasingly popular in countries that are experiencing rapid economic growth and rising demand for higher education. There is no doubt that China is one of the largest markets for offshore programs. However, the offshore program market in China has become increasingly competitive. Currently, institutions from the USA, the UK, and Australia, to name just a few, are offering offshore programs ranging from the professional diploma level to higher degrees such as MA, MBA and PhD. Therefore, understanding how Chinese students select an offshore program is important for competing and surviving in this market place. This study examines the effects of image (i.e., country image and higher education image), attitude, subject norm and perceived behavior control (adopted from Ajzen's theory of planned behavior) in Chinese students' enrollment intentions towards offshore programs from Australia, the UK and the USA respectively. A total number of 1291 valid questionnaires were collected from China for this study. Structural Equation Modeling (SEM) method was used for data analyses and modeling. This PhD's several major findings have significant theoretical and practical implication. One of the major findings was that country image or its related higher education image doesn't have significant effect on an offshore program evaluation in China. This finding has contradicted most previous studies which suggested that country image had significant impact on whether a consumer purchases the products or brands from a foreign country. The difference between this study and the other country-image studies may be due to the fact that this study studied multiple factors besides country image, while the other studies looked at only the effect of country image on purchasing intention. Although country image or higher education image did not play any significant role in offshore program enrollments, this study found that the image of the partnering or local institution had a significant effect on enrollment intention. Because Chinese students are unfamiliar with a foreign country or their higher education system, they relied heavily on the local institution (e.g., its reputation and quality) to evaluate an offshore program. The findings with respective to image have challenged most previous studies on country image and open a new arena for looking at the effect of country image in behavioral intention. Practically speaking, these findings make universities rethink their offshore program strategies in foreign countries, particularly developing countries. Most university marketers from western countries emphasize on the characteristics of its own (such as the history of the university, the quality of research) when promoting its offshore program overseas. However, this study suggested that the focus should be placed on selecting a good and suitable local partner, as well as emphasizing the characteristics of the local partner. Other major findings were related to the Theory of Planned behavior. This study found that all three components of the TPB, namely, attitude towards the program, subject norm and perceived behavior control had significant effects on enrollment intention. This suggested that for predicting behavioral intention in educational program enrollment, the TPB is a very powerful model.

Syftet med uppsatsen är att undersöka de attityder som svenska och finländska konsumenter har beträffande ursprungslandsinformation, i synnerhet bilden av PIIGS-länderna. Teorierna i uppsatsen utgår ifrån Country of origin och dess effekter samt från tidigare forskning.Uppsatsen har en kvantitativ ansats där en enkätundersökning och statistiska beräkningar utförts. Slutsatserna i denna uppsats är att de svenska och finländska konsumenterna generellt inte tar hänsyn till ursprungslandsinformation. De påvisar även negativa attityder gentemotPIIGS-länderna gällande tillförlitlighet och produktkvalité i jämförelse med deras hemländer. / The purpose of this paper is to examine the attitudes that Swedish and Finnish consumers have regarding Country of origin information, in particular the image of the PIIGS countries.The theories in this essay are based on Country of origin and its effects as well as from previous conducted research. The essay has a quantitative approach in which a questionnaire and statistical calculations have been performed. The conclusions of this paper are that the Swedish and Finnish consumers generally do not take Country of origin information into account.They also show negative attitudes towards the PIIGS countries regarding reliability and product quality in comparison to their home countries.

Background: This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product. Purpose: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France. Conclusion: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.

<p><strong>Background: </strong>This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product.</p><p><strong>Purpose</strong>: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France.</p><p><strong>Conclusion</strong>: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.</p>

Kandidatuppsatsen ”Sverige behöver inte oroa sig – än.” syftar till att skapa en överblick av hur svenska medier gestaltar andra länder, och vad denna gestaltning beror på. Rapporteringen kring Ryssland i svenska medier har under början av året varit omfattande. I och med de olympiska spelen i Sotji och den ryska interventionen i Ukraina rapporterar svenska nyhetsmedier frekvent om såväl rysk inrikes- och utrikespolitik som brott mot mänskliga rättigheter, ekonomiskt och politiskt förfall samt ett potentiellt hot om militära insatser i och omkring Ryssland. Det har förekommit diskussioner i svenska medier, hos svenska politiker och bland Sveriges allmänhet som tyder på reaktioner och ställningstagande. Det stora mediegenomslaget och dess eventuella påverkan på såväl svensk politik som den svenska allmänhetens bild av grannen i öst gör ämnet intressant och viktigt att studera. Vi menar nämligen att mediernas gestaltning av andra länder kan ha en viss samhällelig påverkan. Uppsatsens mål är att ge en både bred och detaljerad bild av hur svenska medier gestaltar Ryssland. Uppsatsen bygger på medierapportering under tiden då OS i Sotji samt den ryska interventionen i Ukraina stod i fokus. För att nå vårt resultat har vi gjort både en kvantitativ och en kvalitativ analys av empirin. Den kvalitativa analysen är en kritisk diskursanalys och vår analysmodell är inspirerad av såväl diskursanalys och tematisk analys som retorisk analys. Uppsatsens empiri består av tidningsartiklar från Dagens Nyheter och Aftonbladet samt TV- och radiosända nyhetssändningar hämtade från Rapport och Dagens Eko. Analysen av uppsatsens empiri visar att de svenska mediernas gestaltning av Ryssland är negativ, onyanserad, ensidig och får stå oemotsagd. Vår studie visar att det finns en stereotyp bild av Ryssland i svenska medier. I 83 procent av de analyserade tidningsartiklarna och nyhetssändningarna gestaltas Ryssland som ett hot, antingen mot sig självt och sina medborgare eller mot resten av omvärlden. Vi kommer fram till att den negativa inställningen till, och gestaltningen av, Ryssland verkar ha blivit ett tankesätt som vi tar för givet och som vi lätt förväxlar med neutral information eller objektiv fakta. Vår studie visar att mediernas innehåll konstrueras utifrån en sociokulturell kontext som påverkas av såväl traditionella och kulturella som politiska och sociala strukturer. Dessa strukturer avspeglas i våra medier och mediernas rapportering påverkas också i sin tur av allmänhetens åsikter, journalistens egna övertygelser samt makthavarnas påverkningsmöjligheter på mediernas innehåll och vinkling. Allt detta tillsammans gör att man kan ifrågasätta mediernas gestaltning av olika länder, händelser och företeelser. I detta fall - Vad är det som säger att Ryssland har propaganda och att vi har sanningen? / The purpose of this study is to obtain an overview of how Swedish media portray other countries, and on what this depend. We believe that the media's portrayal of other countries may have some social impact. Discussions on Swedish domestic and defense policy linked to events in Russia and Ukraine, have already appeared in the Swedish media and in other forums. The essay aims to give a broad and clear picture of how the Swedish media portray Russia. The methods used in this thesis is quantitative and qualitative content analysis. The qualitative analysis model is influenced by discourse analysis, thematic analysis and rhetorical analysis. The study is a case study with focus on Russia. To be able to analyze the Swedish media´s portrayal of Russia we have analyzed news articles, televised news and radio broadcasted news. The Swedish media´s portrayal of Russia is negative, undifferentiated and uncontradicted. In Swedish media Russia is portrayed as a threat. The study shows that the Russian image in Swedish media is influenced by both history and culture as well as politics and the processes used when constructing news. The Swedish way of thinking and reporting about Russia seems to be a mindset that we take for granted and that we easily confuse with neutral information or objective facts.

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.

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.

The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensions of country of origin and the effect it has on consumer affinity, different stereotypes regarding country image as well as different COO-strategies. To answer the research question, this thesis contains a qualitative research approach, with an inductive method and a multiple case study design. We interviewed 3 companies, within 3 different product categories which gave us valuable insights regarding how the Swedishness is communicated to consumers and how the Swedish country image is perceived internationally on different product categories. An analysis was made with the empirical findings together with the theoretical framework, with comparisons between the companies as well as pointing out differences and similarities between the case companies. The overall findings from this thesis is that Sweden holds a positive image internationally and that it is beneficial for companies to promote their Swedishness. The different companies also emphasize different cues in their promotion, to get a match between product category and country image, hence use the Swedishness in different ways.