This dissertation study examined the effect of country-of-origin (COO) fit on consumer brand attitude in cross-border strategic brand alliance (SBA). Also, this study investigated the effects of consumer product knowledge by dividing it into subjective and objective knowledge dimensions. It was found that cross-border SBA can be a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the COO fit is high. In addition, in a low COO fit situation, the partner brand suffering from less favorable country image would be able to benefit from the established brand equity of the host brand and thus gain favorable consumer product evaluation. Also, consumers with low and high product knowledge are more likely to be affected by COO fit information than those with moderate product knowledge. It was found that subjective knowledge is more related to consumer heuristics and decision making processes than objective knowledge. Implications and suggestions for future research in this area are provided. / text

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.

Syfte: Syftet med denna studie är att undersöka vilka effekter COO har på svenska konsumenter gällande varumärken och produkter med ursprung från Kina.  Metod: Studien har utgått från en deduktiv process med en kvantitativ metod. Dock använder studien inte hypoteser utan istället en frågeställning för att ha möjligheten att analysera resultaten mer fritt. Data har samlats in genom en webbaserad enkät som publicerades på sociala kanaler. Totalt kom 112 svar in varav 4 resulterade i bortfall, vilket till följd gav 108 användbara svar. Datan analyserades genom att utföra en korrelationsanalys samt en deskriptiv analys genom statistikprogrammet Jamovi. Resultat och slutsats: Undersökningen indikerar att svenska konsumenters köpbeteende i hög grad påverkas av ursprungslandseffekter (Country-of-origin effects, förkortat COO). Effekterna av COO visade sig vara särskilt stora vid utvärdering av kinesiska produkter, där svenska konsumenter visade sig ha en tydlig negativ uppfattning av produkter med detta ursprung. Detta gällde i synnerhet för den undersökta produktkategorin bilar där få konsumenter kunde tänka sig att köpa en kinesisk bil jämfört med andra ursprung. Trots detta rankade svenska konsumenter ursprung betydligt lägre än andra attribut vid köp, vilket tyder på att effekterna av COO vid bilköp underskattades av svenska konsumenter.  Examensarbetets bidrag: Denna studie bidrar med kunskap om hur COO påverkar svenska konsumenter vid bilköp, samt hur svenska konsumenter uppfattar kinesiska produkter. Den bidrar även med information om hur svenska konsumenter rankar olika attribut vid bilköp. / Aim: The purpose of this study is to examine the Country-of-origin effects on Swedish consumers regarding Chinese brands and products Method: The study is based on a deductive process that uses a quantitative method. The study does not use hypotheses, instead a research question was concluded. This choice was made to have the opportunity to analyze the results more freely. Data was collected through a web-based survey that was published on social channels. A total of 112 responses were received, of which 4 resulted in non-response and 108 usable. The data was analyzed by performing a correlational- and descriptive analysis through the statistical program Jamovi. Result & Conclusions: The results from the study indicates that Swedish consumers purchasing behavior is greatly influenced by the country-of-origin effect. The country-oforigin effect was found to be particularly large when evaluating Chinese products. Swedish consumers were found to have a negative perception of products with this origin. This was particularly true for the investigated product category, where few consumers could imagine themselves buying a Chinese car compared to other origins. Despite this, Swedish consumers ranked origin lower than other attributes when purchasing, which suggests that the countryof-origin effect in car purchases were underestimated by Swedish consumers. Contribution of the Thesis: This study contributes with knowledge about how country of origin affects Swedish consumers when buying a car, as well as how Swedish consumers perceive Chinese products. It also contributes with information about how Swedish consumers rank various attributes when buying a car.

Title: The Country-of-Origin Effect in the Personal Care Market  Level: Final assignment for Bachelor’s Degree in Business Administration Author: Simon Andersson and Gustaf Persson Supervisor: Jonas Kågström Date: 2019 – January Aim: The study aims to analyse Swedish consumers’ perceptions on the Country-of-Origin effects regarding Chinese products. Method: The study is based on a quantitative method. The data collection was done with a questionnaire with a deductive approach. The empirical data was collected through a web survey which was published on social media e.g. Facebook and LinkedIn. The data was then processed in the statistical program IBM SPSS Statistics (SPSS) to form models, figures and values. A descriptive-, correlation-, factor- and cluster-analysis was then formed. Result & Conclusion: The results showed how different variables correlate, different factors which the variables were grouped in and five different clusters of respondents. The conclusion is that there is a so-called COO-effect for Swedish consumers subconsciously. Furthermore, Swedish consumers are aware of the origin, but rank other quality and price as higher cues. Contribution of the thesis: This study aims, with help of previous research and a conducted survey, examine how Swedish consumer perceptions of Chinese personal care products regarding the COO-effect. Furthermore, it provides information on how Swedish consumers ranks certain cues. The study is unique since it provides insight on a market that has not yet been analysed with regard to the COO effect (Sweden) and with a certain product group where there is no current research available in relation to COOeffects. Furthermore, the study contributes to general COO-research, with certain implications deriving from previous research. There are both theoretical and practical contributions of importance, illustrating Swedish consumer perceptions of Chinese products. Suggestions for future research: This essay is limited to the Swedish market and focused on a particular product group. There are several other products groups that are yet to be researched in regard to COO-effects/consumer perception. Further research could compare two different product groups with high involvement to analyse the difference between certain product types. A comparison between two (or more) different countries would provide a vertical view of COO-effects, analysing the differences between different consumer perceptions and what cultural variables that may be vital for purchasing decisions. Keywords: Country-of-origin (COO), Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust / Titel: The Country-of-Origin Effect in the Personal Care Market  Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Simon Andersson och Gustaf Persson Handledare: Jonas Kågström Datum: 2019 – Januari Syfte: Studien syftar att analysera svenska konsumenters uppfattning om effekterna av ursprungsland för kinesiska produkter. Metod: Studien baseras på en kvantitativ metod. Datainsamlingen skedde med en enkätundersökning som utgår från ett deduktivt synsätt. Empiriska data har samlats in via en webbenkät som publicerades på sociala medier som exempelvis Facebook och LinkedIn. Data behandlades i statistikprogrammet IBM SPSS Statistics (SPSS) för att få ut resultat; modeller, figurer och värden. Sedan utformades en deskriptiv analys, korrelationsanalys, faktoranalys och en klusteranalys. Resultat & slutsats: Resultatet uppvisade hur olika variabler korrelerar, olika faktorer som grupperar variabler samt fem olika kluster med respondenter. Vi kan dra slutsatsen att det finns en så kallad ”country-of-origin” (COO) -effekt som svenska konsumenter inte är medvetna om. Svenska konsumenter är medvetna om produktens ursprung, men rankar variablerna kvalitet och pris högre. Examensarbetets bidrag: Denna studie syftar till, att med hjälp av tidigare forskning och en genomförd undersökning, analysera svenska konsumenters uppfattning av kinesiska hälsoprodukter när det gäller COO-effekten. Dessutom ger den information om hur svenska konsumenter rankar olika variabler vid köp. Studien är unik eftersom den ger insikt om en marknad som ännu inte analyserats med avseende på COO-effekten och med en viss produktgrupp som det inte finns någon forskning om samband av COO-effekter. Studien kommer dessutom att bidra till generell COO-forskning, med vissa avvikelser som härrör från tidigare forskning. Det finns både teoretiska och praktiska bidrag av betydelse, som ger en inblick i svenska konsumenters uppfattning av kinesiska produkter. Förslag till fortsatt forskning: Den här uppsatsen avgränsar sig till den svenska marknaden och riktade in sig på en särskild produktgrupp. Det finns flera andra produktgrupper som ännu inte undersöks med avseende på COO-effekter och dess inverkan på konsumenters uppfattning. Framtida forskning kan jämföra två olika produktgrupper för att analysera de skillnader som finns/inte finns. En jämförelse mellan två (eller flera) olika länder skulle ge en vertikal bild av COO-effekter och en sådan analys skulle öka förståelse för att förstå vilka kulturella skillnader som är avgörande i konsumentbeteende. Nyckelord: Country-of-origin (COO), Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust

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.

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.

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.

Thesis by publication. / Thesis (PhD) -- Macquarie University, Macquarie Graduate School of Management, 2008. / Bibliography: leaves 124-133. / Introduction - Literature review -- Online word-of-mouth: a comparison of American and Chinese discussion boards -- Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards -- A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects -- Conclusion. / The growth of electronic discussion boards has enabled consumers from different cultures to communicate with people of similar interests. Through this online channel, marketing concepts such as word-of-mouth (WOM) and country-of-origin (CoO) effects have the potential to become more important because of the potentially large number of participants involved. The US and China, being the largest and second-largest online population in the world respectively, are ideal countries to investigate the frequency and extent of these marketing concepts. --The thesis consists of three separate but inter-related papers which have been published in journals or have been accepted for publication. Each paper builds on the one before and analyses different aspects of online consumer behaviour such as information-giving, information-seeking and the CoO statements made by participants of discussion boards. By examining and comparing the frequency and content of discussion postings on discussion boards within US and China based websites, the thesis makes a comparison of the information-giving and information-seeking behaviour of the discussants and also looks at the extent and the content of CoO statements made. Online observation of discussion postings from six different discussion boards (three each from the US and China) was conducted over two 90-day period in 2004 and 2005 and a total of 5,993 discussion postings were downloaded for analysis. In addition, an online survey of 214 participants was conducted to compare the stated and actual (or "revealed") behaviour of discussants on the US and China based discussion boards. -- Overall, the findings indicate consistent differences over a 12-month period in the bahaviour of the US and Chinese discussants. The US discussants were found to provide more information than their Chinese counterparts while the Chinese discussants exhibited more information-seeking bahaviour on the discussion boards. The findings also indicate that the Chinese discussants demonstrated more negative CoO statements and these statements were observed to be related to Japan and/or brands that originated from Japan. The findings suggest that such negative CoO statements can increase rapidly online and it appears that the negative sentiments by the Chinese were apparently unrelated to product quality; instead they appear to have been predominantly associated with war related animosity. -- These findings have important implications for marketers selling to the Chinese as discussion boards appear to be more important as a source of information for the Chinese than the Americans. Also, given that the Chinese discussants demonstrated a high level of negative CoO statements relating to products from Japan, marketers selling Japanese products to the Chinese must understand the underlying issues related to these negativeCoO statements and take steps to prevent non-purchase of Japanese products. / Mode of access: World Wide Web. / vii, 133 leaves ill