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]

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Background: Globalisation is changing the world and our daily lives are governed by products and images originating from other countries and other cultures. Globalisation influences consumer culture and different authors have argued for the emergence of global consumer culture. However, previous literature de-emphasizes what consumer beliefs about the global consumer culture are and how people who believe that they are global try to construct themselves as global in terms of consumption. What are their motives of being global and what kind of needs and wants do they cover by being global consumers? Purpose: To explore and illustrate how consumers try to construct their global selves through consumption. Method: An abductive, qualitative research approach with a combination of exploratory and descriptive research design was chosen. Primary data collection through semi-structured in-depth interviews was conducted among 15 respondents who tried to construct their global selves through consumption. These consumers were selected through a non-probability sampling and interviews took place in Jönköping, Sweden. Conclusion: Consumers try to construct their global selves in a variety of ways, the most common ones are through travelling and engaging in cultural experiences, consuming products from specific countries for certain reasons, and by observing the market as one whole global market, thus not limiting themselves into the boundaries of specific countries, regions or continents. This consumption is then grounded on myths and beliefs that they have accumulated about global consumer culture while gaining experience in different parts of the world. These myths and beliefs are however based on their perceptions towards global consumer culture, not objective reality per se.

Thesis (M.B.A.) - Carleton University, 2002. / Includes bibliographical references (p. 251-259). Also available in electronic format on the Internet.

Globalisation has created a world where countries compete with each other over trading. Historically, emerging countries started with a negative brand image to enhance exporting. This is particularly true in the Asian context where a general developmental path has been established by countries such as Japan and South Korea. Their success has gained a strong brand image for their products. China, after launching itself into the global market in the late 70s, has gained an increasing market share of ‘Made in China’ products. The reputation of ‘Made in China’, however, is perceived at low quality mass production of low-tech content, and there are only few Chinese brands which can stand out in the global market. This study explores ‘Made in China’ phenomenon in the global market, especially from the producer’s viewpoint. The literature review provides a background to the research. It covers the studies on Country of Origin (COO) effect, economic development strategies and competitive advantage theories. This research employs a mixed methods strategy that combines both quantitative and qualitative studies. The questionnaire survey was designed to reveal British importers’ perception of ‘Made in China’ products. Netnography and Interview are adopted to investigate the voice from Chinese producers and manufacturers. The design of this research allows for triangulating the findings. The results show the international buyers, i.e. British importers, perceive the biggest advantage for Chinese products is price. Chinese producers’ contributions suggest four themes to represent the current situation of ‘Made in China’, namely the image, price, quality and imitation. In their view the future development lies in ‘Created in China’, which consists of other four themes: creativity, branding, designing and R&D. A model of -From ‘Made in China’ to ‘Created in China’- is developed in this research. This model identifies the major obstacles that impede the development are thin profit and copying. This research shed lights on the study of developing a country brand, especially for the emerging nation like China. For the first time, this research explores the producers’ views to highlight the importance of their roles in a country brand’s development. The findings also have the implications for Chinese policymakers and industrial development agency. It further offers knowledge to the emerging nations who wish to develop their country brand in the international exporting market.

The aim of this work in the review was to educate consumers on the legislation concerning the indication of the country of origin on the product labels and with the current changes that take place in this area. Furthermore, methods of identifying the country of origin on food packaging were described, with focusing primarily on the brand quality.The practical part focuses on the observation of indicate country of origin of selected commodities and the evaluation of the questionnaire focused on respondents' interest in the origin of food and evaluation of hypotheses.

National branding and Country-of-origin strategy (COO) has not only shown to be convenient for research, but also of considerable importance and interest for companies to enhance competitive advantage. With constantly increasing product range on the markets and continually new technology in the society, the buying behaviour and customer preferences have changed. The customer evaluates not only the product regarding its function or physical capacity, but also regarding the product's intangible value, such as its COO. The purpose with this study was to provide a deeper understanding about how a multinational company's (henceforth MNC) use of COO in their brand communication, can be described. To realize and accomplish the purpose, two research questions were formulated which this study had the intention to answer. The first research question was meant to describe what channels in the communication process a multinational company can use to communicate their brand. The second research question was meant to describe how a multinational company can use COO in the message component of the communication process. The fundamental purpose of the thesis in question was descriptive. The study was performed by observing a multinational case company. The observation of case company was performed partly with an interview and partly with a content analysis. The interview was held with a representative of the case company. The content analysis of case company was performed by reviewing websites in two different countries. As a result, we found that the case company, which represented a multinational company (MNC), among other channels, used paper catalogues and websites as a channel in the communication process. The study also showed that different COO strategies can be used complementary in the message component in the company´s communication process, with the aim to attain competitive advantage among other companies on the market.

The purpose of this Master's Thesis is to investigate the attitudes of high net worth individuals toward country of origin information within the luxury goods market with respect to the quality of the products. The primary method used for the research is qualitative research based on in-depth interviews. Based on these in-depth interviews, the thesis demonstrates the synergy between the literature on country of origin and luxury goods and the consumers' quality perception on luxury based on country of origin.

The effects of consumer involvement on product choice have been studied extensively. However, to the knowledge of the researcher of this work, no study has examined whether consumers become more involved with a product choice when it is associated with a country towards which they harbour feelings of animosity. Hence, this work examines whether feelings of animosity increase consumers' level of purchase involvement. This is a cross-cultural investigation conducted in the context of the Holocaust. 340 Israeli and British Jews took part in this experimental research. Structural equation modeling was employed to examine this relationship in a model adapted from Klein et al.(1998). A positive and statistically significant relationship was observed between consumer animosity and purchase involvement. This work suggests that subcultural differences are possible moderators of consumer animosity. Thus, marketing practitioners should segment markets by looking into subcultural differences among consumers in their target market.

Syftet med denna studie är att undersöka hur bageriföretag använder sig av Sveriges image och vilka egenskaper kopplas till deras varumärke. Vidare vill denna studie skapa förståelse på hur ett lands image kan användas som en varumärkesstrategi. Studiens resultat visar att svenska bageriföretag använder sig av olika svenska egenskaper som den svenska flaggan, svensk text och svenska symboler som älgar för att kommunicera deras svenska ursprung i utländska marknader. De intervjuade företag visar att det mest direkta sättet att påverka kommunikationen av deras svenska ursprung är genom förpackningar av deras produkter. Det svenska ursprunget av företagets varumärke och produkter kan ge konkurrensfördelar och hjälpa deras produkter att sticka ut från mängden i marknader som har en positiv respons för svenska livsmedelsprodukter.