Brand Origin: How Does It Impact Brand Awareness and Brand Image

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BACHELOR  THESIS   Spring  2010  
International  Business  and  Economics  Program  

Kristianstad  University  
A  Minor  Field  Study  

  Brand  origin    
-­ How  does  it  impact  brand  awareness  and   brand  image                          

          Writers  

Julia  Baeza   Caroline  Ånmo    
Supervisor  

 

 

 

Veronika  Tarnovskaya       Examiner     Timurs  Umans  

Julia Baeza Caroline Ånmo

 

Abstract  

international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on emerging markets. Therefore, we will investigate the brand origin effect in emerging markets. The study is performed in Ecuador, and the data is collected through structured interviews within the target population. The dissertation was done in collaboration with the Swedish company Husqvarna. Therefore, it was the brand awareness and image of Husqvarna in particular that was studied. The results of this dissertation indicate that there are relationships between the variables brand origin, brand image and brand awareness. First of all, there were indications that consumers in emerging markets prefer brands from developed countries. The second relationship that the results indicate is that a more positive image of perceived brand origin means a more positive image of brand image. The last relationship is that a more positive image of perceived brand origin, leads to a higher sense of brand awareness. However, it is necessary to mention that none of these relationships could be proven to be significant through statistical testing. As a result of this, this dissertation provides a good foundation for future research where the relationships should be further studied.

K eywords: Brand origin, brand awareness, brand image, emerging markets

Julia Baeza Caroline Ånmo

 

Acknowledgement  
Kristianstad, June 2010 With this dissertation we complete our studies at Kristianstad University. The process has been a great experience and we are very grateful to the Swedish International Development Agency (SIDA) and all the people who gave us the opportunity to do a minor field study in Ecuador. We have learned a lot from travelling to a country that is so different from what we are used to. It is an experience that we will always carry with us. We would like to thank Anna-Karin Sjödahl for the help and support with the MFS application and the preparations for the trip. We would also like to thank the people at Husqvarna in Ecuador, especially Francisco Jácome for all the help making the research possible. Thank you to Annika Fjelkner for helping us with the English language and Pierre Carbonnier for helping us with SPSS. Last but definitely not least, thank you Veronika Tarnovskaya for helping us and giving us feedback during the whole process.

________________ Julia Baeza

________________ Caroline Ånmo

Julia Baeza Caroline Ånmo

T able of Contents
1. Introduction ............................................................................................................ 7 1.1 Background ................................................................................................... 7 1.2 Problem ......................................................................................................... 7 1.3Research question .......................................................................................... 8 1.4 Purpose ......................................................................................................... 9...
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