The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy
The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with co...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Linnéuniversitetet, Institutionen för marknadsföring (MF)
2021
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106076 |