IKEA is a brand that is known around the world and because it features many markers in their products, operations, and marketing that showcase its country of origin, Sweden has gained worldwide recognition simultaneously. The tourism industry could benefit from this positive image that Sweden has gained through IKEA’s popularity, by marketing themselves among the brand’s consumers using that positive image. Recently, Visit Sweden, the national DMO of the said country, has developed the campaign ‘Discover the Originals’ that responds to IKEA’s link with Sweden and tries to include tourism in that image among consumers. This quantitative study aims to see whether such campaigns that respond to the product-country image of private companies are effective in impacting the travel intention of the companies’ consumers. The first research question aims to find out the impact of IKEA’s product-country image on the intention of Belgian IKEA customers to travel to Sweden. This will be analysed by interpreting the correlation between brand image and country image as the independent variable and travel intention as the dependent variable. The second research question on the other hand will evaluate whether the ‘Discover the Originals’ campaign that is developed by Visit Sweden to respond to IKEA’s strong relationship with its country of origin, is increasing intention to travel to Sweden. The study confirms the applicability of previous research on the specific case of Belgian IKEA customers, given that the positive product-country image of IKEA on other foreign markets was already supported. Using the results of an online questionnaire that was distributed in relevant Facebook groups with members that were residing in cities spread over Belgium, analyses were made and interpreted. This delivered results that are aligned with the findings from existing literature. Positive product-country image impacts visit intentions after being exposed to the campaign, which indicates that the campaign is in particular valuable when targeting IKEA customers as brand familiarity and -image play an important role in how the audience reacts to it. These results reveal the opportunity for DMOs and private companies to work together and strengthen each other’s brands while contributing to the further development of the country as a tourist destination.

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.

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>