Naslov
Brand Management: a Key to Success in International Markets Country of Origin: Croatia
(Brand Management: a Key to Success in international markets Country of Origin: Croatia)

Autori
First, Ivana

Vrsta, podvrsta i kategorija rada
Ocjenski radovi, magistarski rad

Fakultet
University of St. Gallen

Mjesto
St. Gallen

Datum
09.07

Godina
2004

Stranica
68

Mentor
Tomczak, Torsten

Ključne riječi
Country-of-origin; Fit; Brand Management; Personality; Essence; International Markets

Sažetak
Brands originating from small economies need to participate in international markets to maximise their potential. In those markets where some other brands enjoy the ethnocentric behaviour of their buyers, the appropriate brand management is crucial for the success. One aspect of brand management is country-of-origin (COO) emphasis. Four possible fits between country and branded product were identified as factors influencing the decision on COO emphasis. It was found that the real COO emphasis is influenced by personality fit and essence fit for strong brands, and only essence fit for the weak brands. Finally, the brands that "behave" according to the proposed empirical model are more successful internationally, than other brands.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA