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The battle of the bottle: Exploring the cognitive, affective and normative aspects of the country of origin effect
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study examines if there is a difference to what degree the cognitive, affective and normative aspects of the country of origin effect influences the consumer in their evaluation of wine. Wine was the product chosen for this study because it is a product that often uses the country of origin effect as a tool in its marketing. The three aspects were divided into elements to be better suitable for measurement. A questionnaire was handed out to consumers outside liquor stores in Uppsala. The questions examined how much the elements influenced the consumer in their evaluation of wine. The results showed that there is a difference with the affective aspects having more influence than the normative aspects. When further tests were conducted, other results illustrate that cognitive aspects can have bigger influence than normative aspects as well. These results indicate that it is not the country of origin effect as a whole concept that is interesting when it comes to practical use.

Abstract [sv]

Denna studie undersöker om det finns en skillnad i hur mycket de kognitiva, affektiva och normativa aspekterna av ursprungslandets effekt påverkar konsumenterna i deras utvärderingsprocess av vin. Vin valdes då det är en produkt där ursprungslandet tydligt används i marknadsföringen. De tre aspekterna delades sedan in i beståndsdelar för att kunna mätas. En enkätundersökning genomfördes utanför systembolaget i Uppsala. Frågorna undersökte till vilken utsträckning beståndsdelarna påverkade konsumenterna i deras utvärdering. Resultaten påvisade att det finns en skillnad mellan aspekterna. Den affektiva aspekten påverkar konsumenterna mer än den normativa aspekten. Vidare tester visade även att den kognitiva aspekten kan ha en större påverkan än den normativa aspekten. Sålunda påvisade forskningsresultatet att hela ursprungslandet i sig självt inte är av primärt intresse vid praktisk användning.

Place, publisher, year, edition, pages
2017. , p. 33
Keywords [en]
Country of origin effect, cognitive aspect, affective aspect, normative aspect, wine industry, marketing
Keywords [sv]
Ursprungsland, ursprungslandseffekt, affektiv aspekt, kognitiv aspekt, normativ aspekt, vinindustri, marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-314659OAI: oai:DiVA.org:uu-314659DiVA, id: diva2:1071376
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Supervisors
Available from: 2017-02-06 Created: 2017-02-06Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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