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Country of origin in international advertising: a company perspective
2000 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Where a product originates from is one factor that consumers consider when evaluating advertising. Therefore, companies sometimes use their Country Of Origin (COO) as an international advertising tool. The purpose of this study is to describe how companies use their COO in their international advertising, specifically why companies use COO as objectives in international advertising and how they incorporate COO in their international advertising message. To fulfil the purpose case studies of three Swedish companies, Wasabröd, IKEA and Orrefors, were conducted. The empirical data was collected through telephone interviews. None of the three companies stated any clear objectives in the use of COO in international advertising, however all three companies wanted to be associated with the positive country image that Sweden retains. Two of the companies stressed their COO in advertising when entering a new market rather than when advertising in an established market. All three companies incorporated their COO in the logotype, which in turn was included in their advertisements. What is common to all three companies is that they use their “Swedishness” in advertising to a larger extent than they are aware of.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Country of Origin, International Advertising, Sweden
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-56745ISRN: LTU-SHU-EX--00/216--SELocal ID: d7ed5ef8-66c0-49c9-90b8-53106a824e31OAI: diva2:1030132
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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