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Make It 'til You Break It: - A Study of If and How Country-of-Origin Incongruence Affects Consumer-Based Brand Equity
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.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As companies are focused on and capable of creating brand images aimed at supporting their brands, some choose to strategically associate them with specific countries or regions in hopes of attaining perceivably higher consumer-based brand equity. Although such a strategy could prove itself effective in the sense of increasing the amount of positive consumer perceptions, it might also result in harmful effects if the marketed country-of-brand origin is not in congruence with the brand‟s other country-of-origin constructs.

 

With regards to what theory implies and what this study‟s results suggest, this thesis analyzes the effects of country-of-origin incongruence on consumer-based brand equity in the case of Lexington. What this thesis uncovers is that the country-of-origin incongruence of Lexington does not, contrary to theory, have negative consequences on its consumer-based brand equity. Yet, what is suggested is that further research should focus on whether these results are simply restricted to this study‟s exact settings or would be attained even in another setting in which consumer ethnocentrism would not play a significant role.

Place, publisher, year, edition, pages
2011.
Keyword [en]
Consumer-Based Brand Equity, Country-of-Origin, Country-of-Production, Country-of-Corporate Ownership, Country-of-Corporate Headquarters, Country-of-Brand Origin, Country-of-Origin Incongruence
Identifiers
URN: urn:nbn:se:uu:diva-144913OAI: oai:DiVA.org:uu-144913DiVA, id: diva2:394729
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-02-04 Created: 2011-02-03 Last updated: 2011-02-04Bibliographically approved

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CiteExportLink to record
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  • apa
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