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Country-of-origin in brand
communication: A multinational company
perspective
Anna Gunnarsson Katrina Holmström
Företagsekonomi, kandidat
2017
Luleå tekniska universitet
Institutionen för ekonomi, teknik och samhälle
Country-of-origin in brand communication:
A multinational company perspective
Anna Gunnarsson
Katrina Holmström
Degree project in business administration, specialisation international business.
Bachelor at Luleå University of Technology
Department of Business Administration, Technology, and Social Sciences
I
Acknowledgements
This thesis is a bachelor degree project in business administration, specialisation in
international business. This is our final work as students at Luleå University of Technology.
The aim with this thesis is to provide the reader with a deeper understanding how a
multinational company can use Country-of-origin (COO) in brand communication.
Our hope is that this thesis will be an interesting read, and somehow useful for marketers and
stakeholders who seek to get an insight in nation branding and how it links to COO. It has
been an interesting and educative journey to accomplish this final thesis where we have
learned how to collect, process and analyse data, and draw conclusions and respond to an
unstructured problem.
We want to aim thanks to the involved who made it possible to conduct and accomplish this
thesis. We want to express special gratitude to Magnus Kerker, business Navigator at IKEA,
who helped us with a very important interview that proved to be substantial for the research.
Finally, we also want to say thanks to our supervisor Anne Engström for patience, support
and guidance during the writing and researching process.
Anna Gunnarsson & Katrina Holmström
II
Abstract
National branding and Country-of-origin strategy (COO) has not only shown to be convenient
for research, but also of considerable importance and interest for companies to enhance
competitive advantage. With constantly increasing product range on the markets and
continually new technology in the society, the buying behaviour and customer preferences
have changed. The customer evaluates not only the product regarding its function or physical
capacity, but also regarding the product's intangible value, such as its COO.
The purpose with this study was to provide a deeper understanding about how a multinational
company's (henceforth MNC) use of COO in their brand communication, can be described.
To realize and accomplish the purpose, two research questions were formulated which this
study had the intention to answer. The first research question was meant to describe what
channels in the communication process a multinational company can use to communicate
their brand. The second research question was meant to describe how a multinational
company can use COO in the message component of the communication process.
The fundamental purpose of the thesis in question was descriptive. The study was performed
by observing a multinational case company. The observation of case company was performed
partly with an interview and partly with a content analysis. The interview was held with a
representative of the case company. The content analysis of case company was performed by
reviewing websites in two different countries.
As a result, we found that the case company, which represented a multinational company
(MNC), among other channels, used paper catalogues and websites as a channel in the
communication process. The study also showed that different COO strategies can be used
complementary in the message component in the company´s communication process, with the
aim to attain competitive advantage among other companies on the market.
Key words: Brand communication, National branding, Country-of-origin (COO).
III
Sammanfattning
Nationell branding och Country-of-origin (COO) har visat sig vara av stor betydelse och
intresse för företag i syfte att öka och förbättra konkurrensfördelen i en allt mer
konkurrensutsatt värld. Med ett ständigt ökande produktutbud och ständigt ny teknisk
utveckling i samhället, har konsumenternas preferenser och köpbeteende dessutom förändrats.
Konsumenterna utvärderar inte enbart produkten med avseende på dess funktion eller fysiska
kapacitet längre. Utan även gällande produktens immateriella värde, såsom dess
ursprungsland, dess COO.
Syftet med denna studie var att ge en djupare förståelse för hur ett multinationellt företags
(MNC) användning av COO i dess varumärkeskommunikation kan beskrivas. För att uppnå
syftet och begränsa det något, formulerades två forskningsfrågor som denna studie hade för
avsikt att besvara. Den första forskningsfrågan var tänkt att beskriva vilka kanaler i
kommunikationsprocessen som ett multinationellt företag kan använda sig av för att
kommunicera sitt varumärke. Den andra frågeställningen var tänkt att beskriva hur ett
multinationellt företag kan använda COO i meddelandekomponenten i
kommunikationsprocessen.
Det grundläggande syftet med uppsatsen var beskrivande. Studien utfördes genom att studera
ett enskilt multinationellt företag (MNC). Observationen genomfördes delvis med hjälp av en
intervju med en väl insatt representant från företaget och delvis från en innehållsanalys där
företagets webbsidor i två olika länder granskades och analyserades.
Som ett resultat av studien, fann vi att det studerade företaget som representerade ett
multinationellt företag, bland annat använde sig av papperskataloger och websidor som en
kanal i kommunikationsprocessen. Studien visade också att flera olika COO strategier kan
användas som komplement i meddelandekomponenten i företagets kommunikationsprocess,
med syftet att uppnå konkurrensfördelar gentemot andra liknade företag på marknaden.
Nyckelord: Varumärkeskommunikation, Nationell branding, Country-of-origin (COO).
IV
Table of contents
1. Introduction ......................................................................................................................................... 1
1.1 Background ................................................................................................................................... 1
1.2 Problem discussion ....................................................................................................................... 4
1.3 Purpose & Research questions ...................................................................................................... 5
1.4 Delimitations ................................................................................................................................. 6
1.5 Thesis outline ................................................................................................................................ 6
2. Literature review ................................................................................................................................. 8
2.1 Country of origin (COO) ............................................................................................................... 8
2.1.1 COO vs Nation Branding ....................................................................................................... 8
2.1.2 COO strategy, advantages, and aims ..................................................................................... 8
2.2 Brand Communication process ................................................................................................... 13
2.2.1 Definition ............................................................................................................................. 13
2.2.2 Channel component ............................................................................................................. 14
2.2.3 Message component ............................................................................................................. 15
2.3 Frame of reference ...................................................................................................................... 16
3. Research Methodology ...................................................................................................................... 20
3.1 Research Purpose ........................................................................................................................ 20
3.2 Research Approach ..................................................................................................................... 21
3.3 Research Strategy ........................................................................................................................ 21
3.4 Data Collection ........................................................................................................................... 23
3.5 Sample Selection ......................................................................................................................... 25
3.6 Data Analysis .............................................................................................................................. 26
3.7 Validity & Reliability .................................................................................................................. 28
4. Data presentation ............................................................................................................................... 34
4.1 IKEA – a Multinational company ............................................................................................... 35
4.2 Brand communication process: Channel component .................................................................. 35
4.3 Brand communication process: Message component ................................................................. 35
4.4 COO strategy............................................................................................................................... 45
5. Data analysis...................................................................................................................................... 47
5.1 Brand communication process: Channel component .................................................................. 47
5.2 Brand communication process: Message component ................................................................. 48
5.3 COO strategy............................................................................................................................... 48
6. Results ............................................................................................................................................... 51
6.1 Findings ....................................................................................................................................... 51
6.2 Conclusions ................................................................................................................................. 53
6.3 Implications ................................................................................................................................. 54
V
Appendix 1: Data collection guide .................................................................................................... 59
Appendix 2: Interview guide ............................................................................................................. 61
Appendix 3: Content analysis protocol ............................................................................................. 63
List of Figures
FIGURE 1.1: Conditions to build a national brand (Olins, 1999)..........................................................2
FIGURE 1.2: Thesis outline...................................................................................................................7
FIGURE 2.1: The essentials of the brand communication process (Faveroz & Alvarez, 2013)….….14
FIGURE 2.2: The framework………….……………………………………………………………..19
FIGURE 4.1: Print screen of IKEA website in USA..………….…………………………………….37
FIGURE 4.2: Print screen of IKEA website in USA….…………………….………………………..38
FIGURE 4.3: Print screen of IKEA website in USA………………………………………………....39
FIGURE 4.4: Print screen of IKEA website in Australia……………………………………………..41
FIGURE 4.5: Print screen of IKEA website in Australia………………….………………………….42
FIGURE 4.6: Print screen of IKEA website in Australia……………………………………………..43
List of Tables
TABLE 2.1: Regulated strategies with associated examples (Aichner, 2014)..........……………........10
TABLE 2.2: Unregulated strategies with associated examples (Aichner, 2014).…………………….12
TABLE 2.3: Conceptualizing of research question one………….………………………………...…17
TABLE 2.4: Conceptualizing of research question two……….……………………………………...18
TABLE 3.1: Strengths & Weaknesses of the chosen source of evidence presented (Yin, 1994)….....23
TABLE 3.2: Case study tactics for Four Design Tests (Yin, 1994)……………………….………….30
TABLE 4.1: Data presentation overview………………………….………………………………….34
TABLE 4.2: Observations regarding COO attributes in the message component on IKEA websites in
USA……………………………………………………………………………………………………40
TABLE 4.3: Observations regarding COO attributes in the message component on IKEA websites in
Australia………………………………………………………………………………………………..44
TABLE 4.4: Data display summary regarding COO strategy………………..……………...…….….46
TABLE 5.1: Data analysis display summary regarding channel….…………………………………..48
TABLE 5.2: Data analysis summary of unregulated COO strategy…………...……………………...50
1
1. Introduction
This chapter serves to acquaint the reader with the thesis and provide the reader with a slight
background regarding the subject. Furthermore, a problem discussion briefly describes the
problem that is studied and tackled in the paper, as well as a purpose and research questions
which is the foundation of the study and therefore aims to provide a more in-depth description
of the issues that are administered. Lastly, an outline of the thesis is presented.
1.1 Background
A strong brand is very important in the globalized world of today. It is important for
companies to attract and captivate the customers (Jaffe et al. 2006). National branding is
commonly referred as a form of marketing strategy with the purpose to promote the image of
a country or a nation (ibid.). National branding usually implies the development of an image
based on a specific country’s positive communicated core values (Domeisen, 2003).
It is previously stated by Simon Anholt (2003), that nations can be treated just like brands
because they are recognized in specific ways by groups of people both on domestic and
international grounds. Brand and countries can both be associated with certain qualities and
characteristics (ibid.)
According to Han (2001), a nation much like brands, have a personality. Countries and
nations are recognized by individuals in different ways. Some countries may be considered
aggressive, friendly, or unreliable. (ibid.) With this in consideration, it is of essence to
accentuate the fact that all nations have a respective image of their own and thus, branding
intends to shape, adjust, or at least have a slight impact on the modification of these images
and perceptions (Jaffe, et al. 2006). In our current society, nations are in dire need of branding
mostly since image and reputation are components that are becoming more fundamentally
implemented into a brand and nations strategic equity (Han, 2001).
A nations’ possession of a brand has developed into a significant necessity, and not just a
choice (de Vincente, 2004). Furthermore, some individuals consider a nation’s reputation to
be an essential influencing factor to an individual’s choice, whether it is a choice regarding an
2
individual’s preferred destination for pleasure purposes or academic purposes, or a choice of
purchasing a product from the country in question (O’Shaughnessy and O’Shaughnessy,
2000). However, despite these statements there is still one question that arises when
discussing the topic of national branding, can a nation be branded like a company? If that is
indeed the case, then the national brand in question would become the image of which the
country’s products and services would be perceived in the minds of individuals (Jaffe, Eugene
D., Nebenzahl, Israel D, 2006). The consultant Wally Olins researched this topic and
suggested three different conditions that must be fulfilled which he regards as essential to
building a national brand (Olins, 1999). These three conditions are illustrated in Figure 1.1
below.
Figure 1.1: Conditions to build a national brand
Source: Adaptation from Olins (1999)
The meaning of Nation branding may be many, but roughly it is about manage the reputation
and the authority of countries and nations. Nation branding is also tightly connected to place
branding and country-of-origin (henceforth COO). The image of a country or a nation and the
successful transmitting of the image to the audience is as significant as what the country
produces and sell (Jacqui, 2006).
3Companies that are participating will need to agree to the brand agenda.
2Companies using the brand need to have corporate values that correspond with those determined by
the organizers of the brand campign, such as a chamber of commerce or government agency.
1The brand needs to be used consistently over many products or services.
3
One usual definition of a nation is an extensive group of people who speak the same language
and have the same race. A country on the other hand can be defined as piece of land, which is
employed of a nation. With this said there is just a slightly distinction between nation brand
and country brand in literature why the terms are used compatibly and complementary but
with the same meaning (Yin, 2006).
As stated earlier, Nation branding can be explained in more than one way. One explanation of
Nation branding is when a country’s name or logo is being used to promote the COO. Names
or symbols associated with a certain nation can be used to utilize the image of the nation to
raise sales and increase exports of products. Another explanation is place marketing where the
aim is to raise the interest of a certain place, region, or destination, rather than increase sales
(Fan, 2006).
There are also differences between the two concepts Nation branding and Nation brand.
Nation branding, which is covered in this study, is defined as communication with the aim to
encourage an image of a nation. A nation on the other hand, has an image regardless of nation
branding. (Fan, 2006) A nation brand portrays the nations’ or the country’s’ intangible assets
unrelated to any sale or export of a product (Kleppe, 2002).
Research and studies regarding COO clearly shows that famous brands and products can highly
influence the image of the country from where they originate. There are several cases of brands
going as far as acquiring a role of ambassador for their respective countries, such as IKEA being
a representative for Sweden all over the world. For example, there are results showing that COO
is associated with high product quality. Therefore, COO can be considered as very important
for multinational corporations and companies who seek to expand their sales. (Han, 1989)
Some claim that Nation branding is just another expression for the COO effect (Kotler, 2002).
A multinational corporation or company can be defined as a global organization that operates
its business in more than its country of origin. It is empirical recognized that multinational
companies can benefit from COO effects in several aspects (Noorderhavet et al, 2003).
Due to the increasing number of new products launched on most markets all over the world
and among most different product categories during the last decades, customers evaluate
products not only because of its actual function. Customers consider the attractiveness and
4
status of the brand or the product in a wider occurrence. They might also consider a certain
product, simply because it come of or are associated with a certain country or nation that has a
positive reputation, image, or status in the mind of the customer (Peterson & Jolibert, 1995 in
Aichner, 2014).
A clear and concrete example of what COO really means and how it can be used by a brand
or a company, is by studying watches made in Switzerland. These products have a universal
reputation of being a luxury simply because of its COO. If you compare watches made in
Switzerland with watches made in China, the COO will play a huge role in the product
evaluation among aware customers. Many customers would rather like to wear a watch made
in Switzerland than a watch made in China, because of the higher status and reputation of the
Swiss product. (Aichner, 2014)
1.2 Problem discussion
As mentioned earlier in the background, Nation branding can be described as attributes such
as names, symbols, and signs associated with a certain nation used to communicate a brand or
product. The implied aim is to use the image of the Country-of-origin (COO) to raise the
company’s sales or exports. (Fan, 2006)
Research about COO and its effect on customers purchase decision and buying behaviour
have expanded rapidly during the last decades. Results shows that customers use COO
information in their decision making whether to buy a certain product or not. For example,
there are results showing that COO is associated with high product quality. Therefore, COO
strategies can be considered important for companies who seek to expand their sales. (Han,
1989)
For many, a communicated COO is perceived as a clear hint that the product is of high status
or quality. COO plays therefore a meaningful role in customers buying decision
(Hausruckinger, 1993). Customers are more willing to pay a little bit more for a product that
seems to have higher status or quality and is branded with help of the COO, assumed the
country has a positive general reputation or image in the mind of the audience (Koschate-
Fisher et al, 2012).
5
COO is considered very important for companies since many customers use perceptions and
stereotypical images in the process of evaluating the purchase of a product (Hamzaoui &
Merunka, 2006). COO and its effect on customers buying decision is however complex. Due
to the competition, there is a variety of dimensions regarding what kind of product or service
that is being dealt with (Pharr, 2005).
For customers, it might be a hard time to distinguish the real COO of a product since many
products today usually are designed, manufactured, and assembled in different countries.
From a company´s point of view, however, there is a good chance to use the COO in their
brand communication. There are several different COO strategies that a company can use in
order to promote their products. (Aichner, 2014)
Due to the meaningfulness with COO for the customers buying decision, it is apparently, also
important for companies since many customers use perceptions and stereotypes in the process
of evaluating the purchase of a product (Hamzaoui & Merunka, 2006). Results from earlier
research shows that COO is associated with high product quality in the customers’ buying
decision. Therefore, COO, can be considered as an important factor in the process of
communicating the brand for companies who seek to expand their sales. (Han, 1989)
With this background and introduction of the subject National branding, COO, and the
benefits of using COO in brand communication, one question may arise: How can a company
use COO strategy in brand communication?
1.3 Purpose & Research questions
The purpose with this study is to provide a deeper understanding how multinational company
can use COO in their brand communication. To be able to answer the purpose, the channel
and message component in the communication process will be described. Thereof, the
following research questions are stated:
RQ1: What channels in the communication process can a multinational company use to
communicate their brand?
6
RQ2: How can a multinational company use COO in the message component of the
communication process?
1.4 Delimitations
To make this paper a practicable research some delimitations are necessary. National
branding and COO is studied from a multinational corporation´s perspective only.
Furthermore, additional limitations are taken to focus on certain things more than others so
that the research can be executed accurately. Only the parts in the communication process that
are of certain importance for the study are focused on. The main emphasis of this thesis is on
specifically two components of the communication process, such as channel and message.
1.5 Thesis outline
The following thesis is composed of six different chapters that are organized as follows;
introduction, literature review, methodology, data presentation, data analysis and finally,
results. The very first chapter contains of the background, problem discussion and purpose
together with the research question. This chapter aims to briefly introduce the topic that is
being researched for the reader and is later intended to be developed into our research. The
second chapter seeks to present previous studied that have been accomplished by various
researchers and will present the literature for the research question. The third chapter intends
to describe the methodology, in which the following aspects are presented: research purpose,
research approach and strategy, data collection, sample selection and reliability and validity.
Lastly, findings and conclusions of the research are presented and serves to conclude the
thesis as the result. Figure 1.2 on the next coming page illustrates the thesis outline.
7
Theory
Method
Data presentation
Data Analysis
Results
Figure 1.2: Thesis outline.
8
2. Literature review
This section aims to provide an overview of theories and literature that is relevant to the
previously presented research purpose and the research questions. The literature is carefully
selected to suit the topic to conduct the research accordingly. The aim with the following
literature chapter is to untangle and define the concept of nation branding and how it links to
COO strategy. The chapter also defines the concept of the communication process and the
most relevant parts of it for this research. In the end of this literature section, a conceptual
framework is set up to get an overview of the literature that is relevant for the purpose and
research questions.
2.1 Country of origin (COO)
2.1.1 COO vs Nation Branding
According to Fan (2006), Nation branding can be explained in more than one way. One
definition of Nation branding is when a country’s name, flag, logo, or other country specific
symbol is used with the aim to promote the COO of the brand or the product. Names, pictures,
and symbols associated with a certain nation can be used to utilize the image of the nation to
raise sales for companies and increase exports for countries. (ibid.) Nation branding can also
be defined as a universal national brand strategy with the aim to communicate the most
competitive images and visions of a nation or a country (Anholt, 1998). It can also be
explained as another term for the COO effect (Kotler, 2002).
2.1.2 COO strategy, advantages, and aims
From companies’ point of view, there is beneficial to use COO in their communication
strategy. There are many different strategies for how a company can use COO in order
promote and communicate their brand or products. (Aichner, 2014) One of the most
characteristic COO strategy is to communicate the product with the phrase “Made in…”
(Bilkey & Nes, 1982). This is a simple strategy where the company doesn’t need to use any
symbols, signs, images, or slogans that the customers need to associate with the country. This
strategy only requires the name of the country in the communication of the COO, e.g. “Made
in Germany” (Aichner, 2014).
9
A lot of companies choose to advertise their products´ COO with hope that it will gain
advantages from loyal native national customers, but also from foreign international
customers who have a positive image or perception of the country in question (Aichner,
2014).
Considering the fact, how much COO influences the purchase decision among customers,
country-specific stereotypes could be studied and used advantageously in the communication
of brand and or products. The company can either chose to highlight the COO of the products,
or intentional avoid mentioning the COO, obviously depending on what the stereotype
perception of the country in question is. As an example, the British car brand “Jaguar” once
chose consciously to not mention the COO of the brand when promoting it on foreign
markets. The reason they knowingly chose to not mention the COO was because of the image
of cars from Britain. The image of cars from Britain was not advantageous in the consumers
buying decision. (Kaynak et al, 2000)
Obviously, companies can only take advantage from a COO strategy if the receiver in the
brand communication process is aware of the actual country. Therefore, some companies
attempt to communicate the COO of a brand or product, and simultaneously at the same time
arise the awareness and knowledge of the country in question. The company can do this with
several different strategies that can be used alone or combined. (Aichner, 2014)
Strategy as a concept is defined as how a company chose to work in long-term to achieve
their set objectives (Chandler, 1997). Strategy can also be defined as how a company chose to
communicate the COO of the brand or the product to its customers. For companies to benefit
from the positive effects that COO can bring, regarding increased sales, the customers need to
be aware of it. There are different strategies that companies can use to get the customers
familiar with the COO of their brand and or products and thereof also benefit from it. There
are both legally regulated COO strategies and unregulated COO strategies. (Aichner, 2014)
10
Regulated COO strategies
Regulated COO strategies are strategies that must live up to directives, assigned by national
or international laws and regulations before companies or organisations can use them.
Regulated strategies are those when companies use the phrase “Made in …” or so called
“quality and origin labels”. The first one, “Made in…”, is the most common and simple
strategy to use when communicate the COO. The country of origin is stated clear and direct
and there is no need for any associations, image, or symbol. The country of origin is just
stated out clear like for example “Made in India”. This COO principle is obligatory for
industry products in many countries. The reason this COO principle is obligatory in many
countries is to make it possible for customers to immediate make boycotts of products from
specific regions or countries but also for authorities to make immediate import bans from
certain countries. (Aichner, 2014)
The second legally regulated COO strategy is the one about “quality and origin labels”. This
strategy embraces the regulated control of labelling products with the purpose to protect and
promote the origin of quality, for example the Italian product “Prosciutto di Parma”. This kind
of geographic labelling has been used for a long time in Europe and may be a forecast
indicator of the products status, quality, and reliability. In addition to these regulated COO
strategies mentioned, there are numerous of more labels controlled by regional laws or
legislators. (Aichner, 2014) In the table below, the two regulated COO strategies with existing
examples, will be presented.
Table 2.1: Regulated strategies with associated examples.
Regulated COO strategy Example
“Made in …” Made in USA
Quality and origin labels Lübeck Marzipan, Germany
Source: Aichner, 2014
11
Unregulated COO strategies
According to Aichner (2014), unregulated COO strategies are strategies that are not legally
controlled by law or regulation. The purpose with these COO strategies are as well to
communicate the COO of a company, brand, or product, to promote it to potential buyers and
customers. Since these strategies are not controlled by regulations, the communicated COO
does not have to be the real Country-of-origin. For example, a company can communicate a
typical Italian image or symbol on a product that the company want the customer to associate
with Italy with the aim to promote the product to be typical Italian. The company can do so
even though Italy is not the COO where the product is produced. For example, a brand who
produce and sell frozen pizza can make good use of Italy-specific symbols and pictures on the
package even though the product is produced in a different country. In this way, the company
can benefit from stereotypes that customers might have about Italy to promote the actual
product that might not be from such an advantageously origin as the company want to give
the appearance of. (Ibid.)
One of the most straightforward COO strategy is, according to Aichner (2014), the one where
the company use the name of the COO directly in the company name, for example the bank,
Bank of America. Companies can use typical COO words, names, animals, or other country-
specific details in the name of the company to communicate the COO. For example, Dollar
General, which is a wholesaler in the USA. Companies can also use the language or country-
specific slogans as a strategy to achieve the COO effect. For example, German car brand VW
use the slogan “Das Auto” in their brand communication which is German for “The car”.
(ibid.)
Aichner (2014) states, that stereotypical actors or other famous personalities can be useful as
a strategy to communicate the COO. By using these personalities in advertisement, the COO
can be communicated through a stereotypical look, accent or outfit of the person acting in the
advertisement. As an example, the Italian chocolate brand Ferrero once used famous models
and actors in their TV commercial of a new chocolate product. The characters all had typical
Italian names such as Paulo and Francesco. The main characters also had very dark hair which
is another stereotypical characteristic for Italian men. Also, the commercial took place in a
famous environment of Italy, namely the capital Rome, with several of landmarks, signs, and
12
words in Italian. There was no doubt what COO the company was trying to communicate.
(ibid.)
Further on, Aichner (2014) adduces that flags, symbols, or logos typical for the country might
as well be used as strategy to advertise the COO. This strategy is especially useful on food
packages and containers. For example, Italian flag on pasta packages and American flags on
barbeque-sauce and Ketchup. Landscapes, building or other famous and well-known
landmarks is also a successful strategy to communicate the desired COO of the product or
brand. For example, can the Leaning Tower of Pisa in Italy be used effectively to promote
Italy as the COO. Or the mountain on the Swiss chocolate brand Toblerone which is
Mattehorn, in the Alps. (ibid.)
In the table below, several of unregulated COO strategies with existing examples, are
summarized and presented. Companies and brands use these strategies to communicate the
COO. It is common among companies that several of these COO strategies are used
additionally with each other (Aichner, 2014).
Table 2.2: Unregulated strategies with associated examples.
Unregulated COO strategy Example
COO implanted in the company name Bank of America (bank in the USA)
Air France (airline in France)
COO words implanted in the company name Lincoln National (Insurance company in the
USA)
Dr Oetker (food producer in Germany)
COO language Dolce & Gabbana (fashion brand of Italy)
Wolkswagen – “Das Auto”
Stereotypical celebrities from the COO Italian actor and model Elisabetta Canalis in
TV-commercial for the Italian cookie brand
Ferrero, in 2011
13
Official flags and symbols of the COO National flag on food-item package, e.g
American flag on popcorn package
Typical landscapes or buildings from the COO Matterhorn, a Swiss mountain on the package
of Swiss Chocolate brand Toblerone
Source: Aichner, 2014.
According to Aichner (2014), it is of certain importance that the customers are aware of the
COO, and familiar with the stereotypes of the country-of-origin to benefit from any COO
strategy. Many companies use a mix of different COO strategies in their communication to
the audience. The purpose and aim with using more than one strategy is to make it total clear
what the COO of the brand or product is. The knowledge as well as the perception and
stereotypes about the COO are various between customers. It is, as an example, more likely
that a customer from Germany have more extensive knowledge about Switzerland than a
customer from a faraway country like Australia might have. In that aspect, it is important that
the company do have knowledge about the difference between foreign customers and their
culture, to be able to effectively communicate the brand or product to the audience. (Ibid.)
2.2 Brand Communication process
2.2.1 Definition
According to Favero and Alvarez (2013), brand communication is the transfer of a message to
display the brand to the receiver. Brand communication can also be defined as a desire to
communicate offers that can satisfy various needs among the customers (Ibid.). An effective
and successful brand communication lead to a conviction of the customer, and it is of
importance that the transferred message does match with the reality (Nandan, 2005).
The communication process is needed for companies to notify and convince customers about
their brand and products. The aim is to create positive images of the brand, to attract new
potential customers and maintain old ones. (Churchill & Peter, 2003)
14
The brand communication process in its whole consists of nine components. These
components are: transmitter, receiver, message, channel (media), encoding, decoding,
response, feedback, and noise. The most important components for the communication aspect,
are the transmitter, the receiver, and the message. The transmitter is the stakeholder who is
sending the message. The transmitter can be either a company or a brand. The receiver is the
one who receives the message that was sent from the transmitter. The transmitter can be a
potential customer. (Favero & Alvarez, 2013)
Figure 2.1 below demonstrates the overall process of brand communication with all nine
components illustrated.
Figure 2.1: The essentials of the brand communication process
Source: Favero and Alvarez, 2013
2.2.2 Channel component
Favero and Alvarez (2013), describes each part of the brand communication process carefully.
A company or a brand can be the transmitter and the potential customer or consumer can be
the receiver whom the message is directed towards. To transfer the message from the
transmitter to the recipient, many channels (media) can be used. These channels can be media
such as television or radio commercials, advertisement, posters, magazines, or websites on the
Internet. (Ibid.)
Transmitter Message Receiver
Feedback
Channels (media) Noise
Noise
Noise
Noise
Encoding
Decoding
15
There can also be a lot of so called noise in the communications process. This noise is a
distraction that occurs in the environment and might make the message not as desired in the
perception of the customer. (Kotler & Armstrong, 2007)
Kotler and Armstrong (2007), argues that there is a wide range of specialized functional
media captivating advertisers in a wider extent in the communication process than more
established traditional channels, such as regular print advertisement, or face-to-face
marketing. Internet facilities like for example customized websites, social networks, emails,
and blogs have started to replace traditional media channels in the communication process.
Internet facilities can also work as an efficient complement to the traditional channels. (Ibid.)
Research also shows that new consumption habits among the customers along with new
technologies endorses the inducement of new media channels in the communication process,
especially driven by the appearance of new internet facilities (Rodrigues, Chimenti & Walnut,
2011).
According to Favero and Alvarez (2013), communication through websites is considered
positive on several levels. The use of websites can cut down on high marketing costs for the
company. Websites online as media channel also make it possible for the company to receive
quick response from the potential customers. Another advantage with communication online
is that it is an efficient and somewhat simple way to present a wide range of advertisements
and products. Additionally, there is a possibility to reach out to a wide audience at the same
time. (Ibid.)
2.2.3 Message component
The two components in the communication process that are the most essential and relevant for
communication, are message and channel (media). The message component is defined as a set
of symbols, signs, names, colors, or images that are sent by the transmitter in order to deliver
a desired message to the receiver. The desired message flows from the transmitter through the
chosen channel (media) to the receiver. The potential customer or consumer can be the
receiver whom the message is directed towards. (Favero & Alvarez, 2013)
16
There are opportunities for brands and companies to effectively reach out with the desired
message to the customer with a set of signs, symbols, colours, names, or images. These
attributes together can contribute to an intensified perception among the customers. The
receivers, who in this context are the customers, are all unique in their preference and
purchasing behaviour. All recipients of the message might interpret it individually.
(Gezelius & Wildenstam, 2011)
There is also the so-called noise in the brand communication process. The noise can be
described as unintended misrepresentations that occurs in the process of communicating the
message. This unplanned noise might make the message different to the receiver from what
the transmitter intended it to do. (Kotler & Armstrong, 2007)
2.3 Frame of reference
The literature relevant to the topic, the purpose, and the research questions, are the
foundation of the study and compared with the collected data and analysed in order to answer
the purpose and research questions. In this section, the theory presented in the literature
chapter, are conceptualized in a framework. The aim with the framework and the
conceptualizing below is to demonstrate and clarify the most relevant concepts within the
literature that are necessary to define, to answer the research questions. The section ends
with an illustration of the framework.
The purpose with this study is to provide a deeper understanding how a multinational
company can use COO in their brand communication. In order to achieve the aim, more
knowledge is required of what is communicated and through which channels. Therefore two
research questions are developed and presented on next coming page.
17
RQ1: What channels in the communication process can a multinational company use to
communicate their brand?
The aim with the first research question is to better understand what channels in the brand
communication process, a multinational company can use to communicate their brand. In the
table below the conceptualizing is visualized.
Table 2.3: Conceptualizing of research question one.
Concept Reference Definition Measurement
Multinational company
(MNC)
Noorderhaven et
al.,2003
A multinational
company (MNC) that
operates business in
more countries than
the COO.
A description of:
-a MNC that
operates in more
countries than the
COO.
Brand communication
process: Channel
component
Favero & Alvarez,
2013.
Channel is the media
through where the
message flows from
the transmitter to the
receivers, e.g.
websites.
A description of:
- Channels (media)
used for brand
communication by
case company.
18
RQ2: How can a multinational company use COO in the message component of the
communication process?
The aim with the second research question is to describe how COO can be used in the
message of the communication process. To answer this research question, it is necessary to
first describe the concept of what a message is in the brand communication process. Due to
the purpose with the study, the most central in the second research question is to describe how
a multinational company can use COO in the message of the communication process. In the
table below the conceptualizing is visualized.
Table 2.4: Conceptualizing of research question two
Concept Reference Definition Measurement
Brand communication
process: Message
component
Favero & Alvarez,
2013.
Symbols, signs,
colour, names,
images used to
transmit a desired
message.
A description of:
symbols, signs, colour,
names and images as a
message in brand
communication
COO strategy Aichner, 2014. Unregulated COO
strategy used by
company in order to
communicate the
brand
A description of:
-unregulated COO
strategy used by case
company
19
Figure 2.2 below illustrates a model of the framework and what in particular that is studied in
the brand communication process of case company.
Figure 2.2: The framework
Source: Favero and Alvarez, 2013
Noise
Transmitter Message Receiver
Feedback
Channels (media) Noise
Noise
Noise
Encoding
Decoding
Country-of-origin (COO)
RQ1
RQ2
20
3. Research Methodology
The following chapter serves to present the chosen methodologies for the thesis. First and
foremost, the various approaches and procedures that have been applied in order to gather
the desired and necessary data for this specific study are presented. Furthermore, the purpose
as well as the approach and strategy of this study have been defined. Lastly, the conclusion of
this chapter consists of a brief discussion regarding research problems in terms of validity
and reliability.
3.1 Research Purpose
The research purpose of a study can either be exploratory, descriptive, or explanatory. A
descriptive study is commonly described as something that aims to describe various events or
situations, exploratory studies on the other hand, seek to define and determine what is
occurring, and lastly, an explanatory study aspires to institute innovative relationships.
(Saunders, Lewis & Thornhill, 2009)
The fundamental purpose of the thesis in question is descriptive. As mentioned previously,
descriptive studies seek to depict various situations or individuals, which in turn allows for
the creation of their profiles (Saunders, et al, 2009). As a result of this, the nature of the
thesis has been primarily suitable for a descriptive study and is treated as such. The thesis has
aimed to describe how a multinational company can use COO in their brand communication.
Although many aspects have been involved in the thesis suggested for its descriptive nature,
some factors lean towards the use of an exploratory study as well. As stated above,
exploratory studies seek to define as well as determine what is actually occurring (Saunders,
et al, 2009). In fact that this thesis also has delved into the topic and wish to observe the
various aspects of the topic in question, it is safe to assume that it can also be categorized as
partially exploratory.
21
3.2 Research Approach
A thesis can consist of either a deductive or inductive approach (Saunders, Lewis &
Thornhill, 2009). Considering the fact that this thesis has been based on already existing
theories, the approach has been of a deductive nature.
Moreover, it is also known that there are two different research approaches that can be
utilized in order to accurately execute various researches. The first one being qualitative
approaches, and the second one being quantitative approaches. The thesis in question has
been classified as a study that chose to execute a qualitative approach. This approach has been
chosen mainly due to the fact that the purpose of the thesis has aimed to acquire a more
thorough comprehension regarding the topic of how multinational companies can utilize COO
in their brand communication. Qualitative data, as opposed to quantitative data, is completely
communicated in words and can thus provide acumens on subjects that could otherwise not be
fully quantified in a substantial manner. (Saunders, et al, 2009) With all of these factors taken
into consideration, the nature of this research strongly suggested that a qualitative approach
was the most suitable.
3.3 Research Strategy
When it comes to the different varieties of research strategies that can be utilized, there are
five different strategies that can be of use when executing a particular research: survey, case
study, experimental, analysis and history (Yin 1994). The choice of strategy for a given
research is fully determined by the nature of the research in question, and in order to make
that choice, one must take three different aspects into consideration (ibid.). According to Yin
(1994), the three following aspects pose a significant impact on the choice of strategy:
1. The character of the research questions
2. The amount of control over behavioural events
3. The amount of focus on contemporary events
Considering the fact that this study focused on one specific situation and case, it has been
evident to determine that it is in fact a case study that would be conducted in this case. A
single case study is mostly defined and based upon two main factors, one of which is the fact
that the study only involves one case and/or company, and the second being that the study in
22
question has rarely been researched previously (Sanders et al., 2009). Moreover, case studies
serve as a useful strategy when trying to comprehend present-day phenomena, and due to this
it is a strategy that is regularly utilized in various different fields such as psychology, business
and other social studies (Yin, 1994). The primary aim of a case study is to clarify various
decisions and explain questions such as why, how and what (ibid).
The thesis in question has presented two different research questions that have aimed to
examine an aspect within the topic of National branding. The first question was “What
channels in the communication process can a multinational company use to communicate
their brand?” Considering that this question is a very clearly a “what” question, it has been
evident that the research question is certainly explanatory and thus most suited for a case
study strategy (Yin, 1994). The second question, “How can a multinational company use
COO in the message component of the communication process?” is a question of ”how”
nature and thus further strengthens the choice of using a case study strategy. Additionally, the
second question has focused on a present-day concern and required no significant control over
behavioural events, which has been significant to take into consideration when deciding
which research strategy to adopt.
According to Yin (1994), there are not only five different research strategies, but also five
different ways of using a case study. First and foremost, a case study can be utilized in order
to clarify causal connections in real life that are too complex to be examined by other
methods. A case study can also be used in order to depict certain events in a reality context,
which is what this thesis intended to execute. Additionally, a case study can be used to portray
various topics within an appraisal, which in turn leads to the case study to become of a
descriptive nature. In addition to this, case studies can also be utilized to examine situations
that do not have any clear defined set of conclusions. (ibid.) Lastly, a case study can be used
as a ”meta-appraisal”, which is a study of an appraisal study (Yin, 1994).
Furthermore, case studies are arguably said to be an acceptable way of examining currently
existing theories, and are even stated to be a good way of challenging said theories in order to
determine on whether they should be acknowledged or to suggest that more research should
be conducted (Saunders, et al, 2009). A case study also provides very satisfying results when
conducting researches that seek to observe a variation of different perspectives regarding
individuals involved in the given circumstances or events (Gillham, 2000). In a particular case
23
like that, it provides the reader with significant insights regarding the aspect in which the
circumstances have been perceived by the target market (ibid), which in the case of this thesis
was consumers.
3.4 Data Collection
According to Bryman and Bell (2013), there are several different data collection methods to
choose between when collecting the data. There are on one hand quantitative methods that
mainly focuses on numbers and statistics such as questionnaires and surveys. In addition to
quantitative data collection methods it also occurs qualitative data collection methods that
focuses more on deeper insights such as individual interviews, focus groups or observations.
(ibid.)
The data has been utilized in order to accurately answer the research questions in this thesis
and has been collected through an interview that was conducted during the on-going period of
this research. The interview certainly required a deadline in order to successfully translate the
data that was gathered and in that way, be able to apply it accordingly to the study. In order to
provide the reader with a deeper understanding, the strengths and weaknesses of the chosen
method of the data collection have been presented in the table below.
Table 3.1: Strengths & Weaknesses of the chosen source of evidence presented
(Interview)
Source of evidence Strengths Weaknesses
Interview
Targeted: focus
directly on case
study topic
Insightful:
provides
perceived causal
inferences
Bias due to poorly
constructed questions
Response bias
Inaccuracies due to poor
recall
Reflexivity: interviewee
gives what the interviewer
wants to hear
Source: Adaptation from Yin, 1994, p.80
24
According to Yin (1994), interviews are a sufficiently effective method when executing a case
study. When conducting an interview, it is possible to target the interview to the research in
order to provide acumens regarding the causal inferences in question (ibid). Interviews, as
opposed to structured queries, are maneuvered dialogues. This implies that there is a smooth
connection to the conversation, but in turn, the conversation is being maneuvered by precise
questions (Yin, 1994). The main arguments for choosing the aforementioned method relies
solely on the fact that it allows for the possibility of follow-up questions, and thus provide a
significant chance to detect the various perspectives of the individual that participated in the
interview (ibid.). The data gathered with the aid of this method has been served as the
fundamental component of this case study.
When referring to interviews, there are various approaches that can be conducted. In this
particular case, the chosen approach for conducting the interviews was an individual
interview that was executed in person. When conducting the individual interview, the
participant was given the opportunity to respond accordingly and timely. Additionally,
individual interviews provide significant acumens about a certain topic and also grant the
researcher the possibility to discuss the opinions thoroughly. (Yin, 1994)
The interview was executed by conducting a face-to-face conversation with the interviewee in
his office at the headquarters of IKEA in Malmö. Additionally, the interview was semi-
structured due to the questions being asked to the interviewee. Interviews that are conducted
face-to-face allow for more complex questions to be posed to the interviewees than other
types of interviews, such as interviews over the telephone (Sanders, et al, 2009). In the
process of collecting the data, face-to-face interview are commonly more favoured due to the
fact that it is easier to build trust among the participant and it is also less likely for
misunderstandings to occur between the researcher and the interviewee (ibid.).
Furthermore, a content analysis of IKEA websites has been conducted in order to complement
the interview. As it was only possible to obtain one interview, it was necessary to provide
more sustainable evidence to our claims by analysing how IKEA use COO in their marketing
through their websites. A content analysis was done of two IKEA websites from two different
countries, Australia and the United States. The aforementioned countries were chosen because
they are highly differentiated from each other, as well as the Swedish culture. Both countries
maintain relatively different cultures and opinions, as well as locations in the world, and both
25
countries are fairly distant to the country of origin that IKEA has chosen to distinguish itself
with, Sweden. The utilized method of content analysis, which relies solely on comparing data
from interview with observations, is called triangulation and served to further strengthen the
credibility and result of the study that was conducted (Bryman & Bell 2013).
The data collected through interview regarding the message component has also been
combined with observations through secondary sources from a content analysis. This method,
comparing data from interview with observations, is called triangulation and strengthens the
credibility of the study and its result. (Bryman & Bell, 2013) There are no doubts about the
fact that Internet and communication online has increased remarkably during the last decades.
Internet offers many opportunities as a subject for analysis. Normally a researcher chose one
or two types of media (ibid.).
The channel (media) that has been selected for observation in this data content analysis are
websites on the Internet. In this research, the content of two different websites has been
observed. The intention was to study how the case company use COO in their brand
communication, more precisely in the message component of the brand communication
process. Two different IKEA websites in two different countries where the case company
operates, have therefore been selected for the study. The aim was to see how the company use
the COO in the message component. Message as a component in the communication process
has in this study been defined as set of symbols, signs, colour, names and images used to
transmit a desired message (Favaro & Alvarez, 2013).
3.5 Sample Selection
IKEA has been chosen as the case company when conducting this research. The reason why
this particular company has been chosen was relatively straight forward. IKEA is an
established and well-known global company that deals with national branding as well as COO
on a daily basis. IKEA has never abandoned its roots and has always made sure to represent
its country-of-origin, Sweden. IKEA represents its home country in every continent and
nation that they have settled in, by providing products from Sweden as well as naming all of
their furniture with Swedish names. This is just one of many ways of how IKEA utilizes
Sweden and all that concerns it as their marketing strategy and is one of the major companies
26
in the world that has actually succeeded massively in doing so. Therefore, the choice of
companies felt obvious, not only because it is our country of origin as well.
The interview in question has been held with an individual that has been an employee at
IKEA for more than 20 years and currently holds a position as Business Controller, after
having acquired many different roles within the company. Before conducting the interview,
the individual in question was carefully selected before being chosen in order to provide
answers that were as accurate as possible. The selection had to be narrowed down to
individuals who exclusively acquired significant knowledge regarding COO in brand
communication, and therefore, obtaining several interviewees became significantly harder. In
this regard, the sample selection is partially judgmental due to the fact that the participant that
was chosen is an individual that was evaluated to best answer our questions (Saunders, et al,
2009).
To create more accuracy and to acquire a more precise understanding to the research
questions, certain criteria had to be met in order to allow this case study to provide insights
from an individual who held different relevant positions within IKEA, and thus served to give
a broader overview of how Sweden is perceived as a brand internationally and how COO is
utilized. In conclusion, the following criteria was chosen for this particular case study:
The participant has obtained a position within IKEA for a long period of time
The participant has significant knowledge and experience within the field of COO and
National Branding
The participant was willing to cooperate during the on-going period of this research
The participant was willing to conduct a face to face interview
3.6 Data Analysis
As it has been stated by Yin (1994) when analysing case studies there are two general analytic
strategies that should be taken into account: the first one suggests to completely rely on
theoretical propositions and the second one being to develop a case description. For the on-
going research, it was chosen to solely rely on theoretical propositions, which also happened
to be the most preferred strategy, as stated by Yin (1994). The layout of this case study was
entirely based on information withdrawn from existing theories as well as theoretical
27
propositions. This implies that already existing theories have thoroughly moulded the data
that has been gathered, which in turn have been analysed by comparing it with the existing
theories. In spite of this, a framework and interview has been created for this case study and
therefore, a case description naturally arose.
After the general strategy for the case study was determined, it was feasible to choose a
specific analytic technique that seemed suitable. The techniques were carefully divided into
two different groups, ”dominant modes of analysis” and ”lesser modes of analysis”. Within
the dominant modes there are different models included, pattern-matching, time-series
analysis, explanation-building and program logic models that were relevant to mention for
this particular study. These models intend to handle the internal and external validity, which
will be introduced subsequently. When referring to the lesser modes of analysis, they are
composed of the following: analysis of embedded units of analysis, repeated observations and
lastly, the case survey approach. It is essential that these models were used correctly, by
utilizing them together with the dominant modes. (Yin, 1994)
For this case study, pattern matching has been the mode of choice. This mode is included
within the dominant modes of analysis and is the most commendable mode for case studies as
it seeks to correlate the empirical data with the results that are expected (Yin, 1994). To
successfully conduct the thesis in question, the empirical data that has been gathered with
help of the interview and the content analysis have been observed in order to see if it matched
the theory that was utilized.
As a complement to the interview, a content analysis of the case company has also been
conducted. Content analysis is an empirical scientific method used to draw conclusions about
the content of various types of communication, such as interviews, observation protocols or
newspaper articles and websites. This method is very flexible and can be applied in
combination of many different type of media. Content analysis is an approach with the
purpose to study existing documents and texts, rather than a tool for generating new data. In
the qualitative approach of the content analysis, that has had a major impact and area of use,
the focus is on the interpretation of the observed. A qualitative content analysis might include
a process of identifying, coding and categorizing basic patterns or themes in the empirical
material. (Bryman & Bell, 2013)
28
The purpose with the content analysis in this context has been to observe and identify an
objective description of the content in the communication. Thereof, the content analysis has
strengthened the data from the interview with observations of how a multinational company
can use COO in its branding communication. More precisely how a MNC can use COO in the
message component. A protocol has been prepared to make it possible to compare the
observation of websites in different countries. Thereof, it has also made it possible to draw
conclusions from the observations.
As it has been stated by Miles and Huberman (1994), qualitative data can be analyzed with
the help of the following three steps:
1. Data Reduction
2. Data Display
3. Drawing Conclusions
When conducting a within-case analysis, the primary purpose is to reduce the data that has
been gathered to subsequently compare the data that has been collected from the interview
with the theory that has been described in the conceptual framework (Miles and Huberman,
1994). As stated previously, this case study has been utilized a deductive approach since the
data that was gathered, along with the research questions, has been analysed and thereafter
compared with the existing theories. Part of this research has been implied in the analysing of
the gathered data in order to observe if there was any patterns that corresponded with the
conceptual framework.
To confirm the answer from the respondent and strengthen the data collected from the
interview, data from a content analysis has also been used. Secondary sources have been
studied to check what channels (media) the case company use to communicate its brand and
products. IKEA´s official website in different countries have been observed. IKEA use
website as a channel among others to promote and communicate the brand and its products.
3.7 Validity & Reliability
When conducting studies, there are, according to Yin (1994), often risks of encountering
problems regarding the methodology. In order to decrease the chance of these risks occurring,
29
there are two different aspects within research that must be taken into consideration. First and
foremost, the level of validity, which depends wholly on what degree the results, can be
considered as true. Additionally, the level of validity depends on the probability of another
individual getting the same results if the person were to conduct the same study. There are
four different aspects within the terms of validity and reliability that should be taken into
consideration: construct validity, internal validity, external validity and reliability. (ibid.) The
aforementioned aspects are illustrated in the table on the next-coming page.
30
Table 3.2: Case study tactics for Four Design Tests
Source: Yin (1994) p.33
Construct validity
Construct validity tends to manage the level of righteousness when it comes to the operational
measures that were utilized on the concepts that were being researched (Yin, 1994). For the
aforementioned issue, it is recommended to use various sources of evidence in order to
establish a flow of evidence and thus enabling the key figures to carefully examine the case
Tests Case study strategy Phase of research in which
strategy occurs
Construct validity Use multiple sources
of evidence
Establish a chain of
evidence
Have key informants
review draft case
study report
Data collection
Data collection
Composition
Internal validity Do pattern-matching
Do explanation
building
Do time-series
analysis
Data analysis
Data analysis
Data analysis
External validity Use replication
Logic in multiple-case
studies
Research design
Reliability Use case study
protocol
Develop case study
database
Data collection
Data collection
31
study in question (ibid.). In regard to this thesis, the method of an interview has been utilized
and intended in that way to provide validity. The conceptual framework that has been created
along with the theories that have been used throughout the case study, created a trace of
evidence in order to make it less complicated for the reader to comprehend, and to provide an
easy insight into what the study has intended to achieve and how it has attempted to
accomplish this. Moreover, the study has been continuously supervised and revised by
individuals with extensive knowledge within the topic that the case study handles.
Internal validity
Internal validity is irrelevant when referring to the thesis in question, mainly due to the fact
that the thesis that has been conducted was of typical descriptive nature and therefore, internal
validity posed no issue to the case study. As stated by Yin (1994), internal validity can be an
issue if a researcher is trying to observe situations where x has led to y; if the causal
relationship is adequate. Since this study has been of a descriptive nature rather than
explanatory, internal validity has not been taken into consideration.
External validity
The aim of external validity is to thoroughly examine how accurately the discoveries can be
generalized exceeding the case study in question (Yin, 1994). The most prominent issue when
it comes to validity is depicting generalizations regarding a certain topic and therefore, it
tends to be a notable problem specifically in the process of analysing qualitative data
(Saunders et al, 2009). Considering that this thesis has been involved a study that is of a fairly
precise nature due to the fact that only one individual has been interviewed, along with the
fact that the data that was gathered was qualitative, there have been no significant
generalizations made. The thesis in question has been to observe as well as define the
perception of how multinational companies utilize COO. However, despite our efforts to
interview more than one employee from IKEA, it has only been possible to obtain one
interviewee, and therefore it has not been relevant to generalize and portray this as larger
groups.
The data that has been collected has also been thoroughly analysed and portrayed against the
aid of the literature and theories that were demonstrated throughout this study. This was done
in order to diminish the risks of deducting faulty or inaccurate inferences. In spite of this, it
has been of great importance to preserve an open mind when conducting this study in order to
32
observe how accurate the information and patterns that were found relate to the literature that
has been utilized.
Reliability
In regard to reliability, the thesis in question was chosen to take various measures in order to
ensure an acceptable level of reliability. When conducting this research, it has been of great
importance to establish the possibility of following the identical steps that this thesis has been
following, in order to ensure that this study could be executed by another researcher and still
achieve the same results. As stated by Yin (1994), when referring to a case study protocol, it
is of great importance that it is effortless to see the various procedures that have been taken in
order to gather the data. To ensure this, the process of how the data has been gathered and
analysed, has been thoroughly described. This in turn, implied that the interview guide was
created for this particular study served as a directory of the questions that has been used
during the interview. If other potential researchers were to execute this same study, it is likely
that they would achieve the same results by following the interview guide. Although Saunders
et al (2009) does indicate that certain issues that tend to use non-standardized methods are not
always meant to be replicated, due to the fact that they usually appraise reality at a certain
point in time and situations, and these tend to change very often. Regarding this particular
research, this fact has been partially true due to countries constantly trying to improve on their
branding.
The most prominent issue regarding qualitative interviews is the risk for bias (Saunders et al,
2009). Interviewer bias is the primary issue that needs to be taken into consideration. When
conducting an interview, there are many factors that can affect the outcome. The tone along
with the non-verbal communication of the interviewer was very likely to affect the response
of the interviewee. Furthermore, it has been probable that the questions may have been
interpreted by the interviewee in a way that could eventually have caused bias (ibid). In order
to prevent this issue from arising, and to avoid that the questions were portrayed in a
deceptive way, the thesis along with the interview guide, data collection as well as the
analysis have been all carefully composed by two different individuals. This has ensured a
significantly more objective point of view. During the interview, emphasis have been
certainly on keeping a relatively neutral tone as well as diminishing non-verbal gesture as
much as possible. Moreover, the questions that have been posed to the interviewee were not
too sensitive or incisive in order to avoid interviewee bias. Additionally, this thesis has been
33
utilized convenience sampling, which has implied that the individual that participated was
very open and amenable to share their opinions on the questions that were asked.
During the execution of the interview, it was ensured to cover a topic by including various
questions in order to prevent any potential confusion for the interviewer as well as the
interviewee. Despite all the measures being taken, there is always a slight risk of bias or error,
whether it is from the observer or the participant. The primary aspect that entails a probability
to bias is the choice of sample. Considering that the thesis in question utilizes non-probability
sampling, the probability of bias occurring has been significant. The individual that has been
chosen to participate in the interview has not been given the chance to discuss the thesis with
the interviewers in depth, and has not been given the questions beforehand. The interview was
conducted in English, in order to make the language adaptation easier for this particular study
that was written in English. Although it has been considered somewhat easier to conduct
interviews in a native language, the fact that the interview was conducted in English reduces
the risk for reliability significantly since the interview did not have to be translated from
Swedish to English.
34
4. Data presentation
This chapter presents the data that has been collected. The data has been collected partly
from an interview and partly from observations from a content analysis. The interview was
held with a person representing the case company, IKEA. In the content analysis, secondary
sources in terms of websites from two different countries where the company operates, was
observed with the aim to study how IKEA uses COO when communicating its brand and
products.
To collect data necessary for the study and research questions, an interview has been
conducted with a Business Navigator at IKEA, Magnus Kerker (hereby named Kerker).
Kerker possesses many years of work experience of the company and in the field of
marketing. The interview with Kerker has been established to get a description of IKEA and a
multinational company´s perspective of nation branding, and more precise, how COO can be
used when communicating a brand and products.
The table below demonstrates an overview of how data relevant for each of the two research
questions have been gathered.
Table 4.1: Data presentation overview
Research question Interview Observation
RQ1: “What channels in the
communication process can a
MNC use to communicate
their brand?”
- Description of MNC.
- Channels (media) for brand
communication.
- Description of MNC.
- Channel (website) for brand
communication (triangulation)
RQ2: “How can a
multinational company use
COO in the message
component of the
communication process?”
- Symbols, signs, colour, names,
images used by MNC.
- COO strategy used by MNC
- Symbols, signs, colour,
names, images used by MNC.
35
4.1 IKEA – a Multinational company
In order to get familiar with the case company, IKEA, a secondary source has been used in
term of the official IKEA website. Information about the company has been gathered to
provide the reader with a general presentation and description of the case company which
represents a multinational company (hereby MNC).
On the official website IKEA.com (2016), the original IKEA concept is described as a retail
company that was first started as a small business in the south part of Sweden more than
seventy years ago. Today it is one of the largest furniture retailers in the world with stores in
countries all over the globe. IKEA is today also one of the strongest brand in the world (ibid.)
According to IKEA.com (2016), the organisation is fairly complex. The owner of the IKEA
concept and IKEA franchisor is Inter IKEA Systems B.V. The latter was established in 1983.
Inter IKEA systems B.V is in turn owned by Inter IKEA Holding B.V, which is today the
owner of all IKEA related businesses in the world. (Ibid.)
The respondent Kerker (Interview, Oct 2017) confirms that IKEA really is a multinational
company and a franchisee corporation and company that possess businesses not only in
Sweden - the Country-of-origin. The global furnishing company perform business in countries
all over the world today.
4.2 Brand communication process: Channel component
According to the respondent, IKEA communicates its brand and product range through
several different media channels combined, such as IKEA paper catalogues, websites, TV-
commercials, ads, and social Medias such as Facebook and Instagram. These kinds of medias
make it possible to get quick and direct response from the audience. Online media such as
websites is also a very easy and not so costly way to reach out to a broad public. Therefore
IKEA, according to the respondent, sees this channel as one of the most important one.
4.3 Brand communication process: Message component
According to the respondent and business navigator of IKEA, the colour of the company’s
store buildings and the word mark as well as the logotype, is clearly associated with Sweden,
36
which is the COO of the company. The buildings and logotypes at every IKEA location are
all yellow and blue, like the colour of the Swedish flag. The sale staff who working on the
floor in the stores are wearing working clothes with the colours blue and yellow in all stores
over the world. According to Kerker the Swedish flag is always present at every store location
all over the world as a symbol of both the brand IKEA and its country-of-origin, Sweden.
Business navigator Kerker continues that images featuring typical Swedish nature, holidays,
seasons, or festivities like midsummer and crayfish parties are often pictured in ads and
advertisements signed IKEA. The products and furniture’s that are sold by the company are
bearing typical Swedish names and name of famous destinations such as Billy, Knut, or
Stockholm.
The respondent in the interview reveals that one thing that not as many customers from all
over the world might be aware of, is what the company name IKEA really mean. The fact is
that the letters stands for words, or more precisely, names from the company’s’ origin. The
letters I and K in the company name representing the Swedish founder Ingvar Kamprad. The
two other letters stand for the regions in Sweden where the company first started, Elmtaryd
and Agunnaryd.
Kerker additionally states that IKEA is using Sweden when communicating the brand and its
products. He believes there are many typical perceptions and images of Sweden that is both
stated and created by non-Swedes. These perceptions and images are often about nature,
peacefulness, pragmatism, and modernity married with continuity, the nation of Sweden is
very far ahead in technology, but at the same time Sweden is very traditional since the people
still celebrate traditional holidays like midsummer. In IKEA, we are trying to use the
uniqueness of Sweden as the country-of-origin in order to use it as a competitive advantage.
The picture and image of Sweden is impossible for competitors to copy.
Data has also been collected out of observations presented below. The channel that has been
observed is IKEA websites in USA and Australia. In the following Figures below (Figure 5 –
10), print screens of IKEA websites in USA and Australia are presented. These print screens
are examples of how typical Swedish attributes are used in the company’s communication.
The observations are first shown as print screens of IKEA websites and later on concluded in
protocols, one for each country, presented as a summary of the observations.
37
In the very first print screen below, Figure 4.1, an IKEA website for the USA market is
presented. In this print screen IKEA is using a Swedish word in the communication when
launching a new product. The typical Swedish word “STUNSIG” are used as the product
name on a limited-edition collection.
Figure 4.1: Print screen of IKEA website USA
Source: IKEA website in USA, collected in April 2017
38
The next print screen of IKEA's website for the USA market below, Figure 4.2, illustrates
how the company use COO attributes such as the colour of the Swedish flag in the IKEA
logo, blue and yellow. The print screen also shows how IKEA use typical Swedish food
items, such as the Lingon berry drink “DRYCK LINGON” as an attribute in the
communication as well as in their product range. A typical Swedish word, “IVRIG” is also
used in the product name.
Figure 4.2: Print screen of IKEA website in USA
Source: IKEA website in USA, May 2017
39
In the third print screen below, Figure 4.3, you can see how IKEA website in the USA use
Swedish nature and tradition as an inspiration when communicate its product range. The cold
climate, typical for Sweden, is communicated in the picture when promoting IKEA products.
Figure 4.3: Print screen of IKEA website in USA
Source: IKEA website in USA, collected in April 2017
Altogether the three print screens above show examples of how IKEA make use of COO
attributes in the USA websites. Words, names, pictures, traditions and typical Swedish food
items are presented and highlighted in the website print screens. The observations from the
websites in USA and IKEA’s use of COO attributes are summarized in Table 4.2, below on
the next coming page.
40
Table 4.2: Observation summary regarding COO attributes in the message component
on IKEA websites in USA
COO attribute in message
component
Description of used COO attribute
Symbols IKEA logotype is blue and yellow
Colours Blue and yellow as the Swedish flag
Signs …
Names Swedish Product names
Images Typical Swedish food item, season, nature,
… = No data.
41
In the following Figures below, Figure 4.4 – 4.6, print screens of the Australian IKEA website
shows how IKEA use COO attributes such as the colour of the Swedish flag in the logo. Also,
Swedish words are used as product names as well as Swedish traditions and festivities in the
communication.
In the very first print screen of an Australian IKEA website below, Figure 4.4, you can see the
IKEA logo which also here is bearing the colour blue and yellow, just like the Swedish flag.
The same print screen also shows how typical Swedish words such as “OUMBÄRLIG” and
“LYCKAD” are used as the name of IKEA products.
Figure 4.4: Print screen of IKEA website in Australia
Source: Australian IKEA website, collected in April 2017
42
The second print screen below, Figure 4.5, shows how IKEA website on the Australian
market use Swedish tradition in their communication when promoting its products. The
typical Swedish tradition “Fika” is used as an appealing attribute in the message.
Figure 4.5: Print screen of IKEA website in Australia
Source: IKEA website in Australia, collected in April 2017
43
The third print screen below, Figure 4.6, shows how the IKEA website in Australia use
typical Swedish tradition “midsummer” in their communication. Also typical Swedish nature
and landscape can be observed in the picture.
Figure 4.6: Print screen of IKEA website in Australia
Source: IKEA website in Australia, collected in April 2017
The three print screens above illustrates how IKEA use COO attributes such as Swedish
words, names, and typical Swedish traditions and festivities, in Australian websites. All print
screens and observations from Australian IKEA websites are summarized in Table 4.3 on the
next coming page.
44
Table 4.3: Observations regarding COO attributes in the message component on IKEA
web sites in Australia
COO attribute in message
component
Description of used COO attributes
Symbols IKEA logotype is blue and yellow
Colours Blue and yellow as the Swedish flag
Signs …
Names Swedish Product names
Images Swedish traditions, festivities and nature.
… = No data.
45
4.4 COO strategy
In the interview, respondent Kerker announces that the principle of labelling products after
their real COO is required in many countries and regions where IKEA is performing business.
IKEA use the strategy of labelling products after their real COO on all their products. The
country or nation where the item is manufactured or produced is marked on the product as
“Made in…”.
Kerker also states that IKEA clearly use the COO and the image of Sweden to communicate
and promote the brand and products. Even though the products in fact are not manufactured or
produced in Sweden, the company use Sweden as the COO. The reason IKEA is using the
image of Sweden in their communication is, according to the respondent, that it gives the
company a possibility to promote something that is not possible for competitors to copy or
imitate. There is no other multinational furniture company in the same size as IKEA that has
Swedish origin.
Kerker also implies, that he perceives that there are many typical perceptions of Sweden by
non-Swede customers. The typical perceptions are often about nature, peacefulness,
pragmatism, modernity married with continuity (Sweden is very far ahead in technology but
still celebrate very traditional holidays such as midsummer). Also, typical Swedish dishes
such as Swedish meat balls, herring, and lingonberry jam are widely known even outside of
the Swedish boarder. Typical Swedish food and dishes are always sold in the IKEA
warehouse restaurants and shops, Kerker states.
According to the respondent, using unregulated COO strategies, such as typical Swedish
names, colour of the Swedish flag, and symbols in the communication of the brand, provides
IKEA with a unique competitive advantage. No other furnishing dealer in the same size as
IKEA has Swedish, or even Nordic roots. Obstacles that may occur when using the COO in
the message component is when the audience lack knowledge about the country of Sweden.
In some regions of the world, especially outside of Europe, where people do not know much
about Sweden, some customers might not even know where Sweden is located
geographically, Kerker perceives.
46
The table below shows a summary regarding the data about unregulated COO strategy.
Table 4.4: Data display summary regarding COO strategy.
Unregulated COO strategy IKEA strategy
COO implanted in the
company name
IKEA – The initial letters of the Swedish founder and the
location where IKEA was first established as a company.
COO words implanted in the
company name
The letters in the company name representing the Swedish
founder Ingvar Kamprad, and the region where the company
first started Elmtaryd Agunnaryd.
COO language Swedish product names
Official flags and symbols of
the COO
The colour of the Swedish flag (yellow & blue) as symbol of
IKEA and the COO
Typical landscapes or
buildings from the COO
Nature and landscape of Sweden illustrated in ads and
advertisements.
47
5. Data analysis
The following chapter aims to present the analysis that has been conducted on the empirical
data, presented in the previous chapter. The empirical data contrasts to the theory and the
conceptual framework that is presented in the literature chapter.
5.1 Brand communication process: Channel component
Channel is defined as the media where the desired message flows through, from the
transmitter to the receiver (Favero & Alvarez, 2013). The answer from the interview shows
that paper catalogues and websites can be used as channels (media) for brand communication.
The observations from the websites supports the answer from the interview. Two websites of
the multinational company IKEA have been observed. These observations confirm that
website as a channel among many others can successfully be used for brand communication
by a multinational company. The brand of IKEA and its products and services are clearly
communicated through the websites as one channel (media). The interview also shows that
other channels such as paper catalogues can be used in the communication process.
According to Favero and Alvarez, 2013, several channels can be used complementary in the
communication process of a brand (ibid.). In line with this, the case company in this study use
several channels to promote its brand and products. One of the channels it is using are website
which is also considered as the most important for the company. Another channel is paper
catalogues.
Table 5.1 below, on the next coming page, show a summary of the data analysis regarding
channel component in the communication process. The table compares theory regarding
channel component with collected data regarding the same.
48
Table 5.1: Data analysis display summary regarding channel component.
Literature Interview Observation Theory supported
Channel through where the
message flows.
Website,
Catalogues
Website X
X = Theory supports empirical data
5.2 Brand communication process: Message component
The message component in the brand communication process can be defined as a set of
symbols, signs, colour, names, or images used to transmit a desired message (Favero &
Alvarez, 2013).
The protocol from the observations regarding what COO attributes that are being used in the
message component indicates and confirms that IKEA is using COO attributes in the message
component of the communication process. The IKEA logotype on the websites are yellow and
blue and communicates the colour of the Swedish flag. Images of Swedish nature, seasons,
and festivities are used in advertisements. Also, Swedish language, such as words and names
are used as the foundation of product names.
5.3 COO strategy
A COO strategy can be either regulated or unregulated. Unregulated COO strategies are
strategies that are not legally controlled by any law or regulation. For example, the
communicated COO does not have to be the real country of origin. The purpose with any
COO strategy, both unregulated and regulated is to communicate the COO of the brand or the
product, with the aim to promote it to customers. (Aichner, 2014)
The collected data regarding what COO strategy case company IKEA use in their brand
communication, indicates that the company use mostly unregulated COO strategy. The
collected data supports the theory. Brands and companies like in this case, the reviewed brand
IKEA, use the positive image of Sweden as the COO to promote its brand and products. The
reason IKEA is using the image of Sweden in their marketing strategy is because it gives the
company a possibility to market something which is not possible for competitors to copy or
49
imitate, it provides IKEA with a unique competitive advantage. No other furnishing dealer in
the same size as IKEA has Swedish, or even Nordic roots.
The collected empirical data supports the literature about the message component in the brand
communication process. The colour of IKEA store buildings and the word mark as well as the
logotype clearly communicates the brand of Sweden which is the COO. The buildings and
logotypes are yellow and blue like the colour of the Swedish flag that is a clear symbol of
Sweden. The Swedish flag is always present in every store location all over the world as a
symbol of both the company and its country of origin.
When putting the literature about signs and symbols as helpful communication tools, in
contrast with answers from the interview it supports the theory quite well. When IKEA using
its COO Sweden in their marketing strategy. The company focus especially on colour as well
as symbols and images closely associated with the image of Sweden.
Ads and advertisements featuring typical Swedish holidays and events like midsummer
parties and crayfish parties. The products and furniture’s that are sold by the company are
bearing typical Swedish names such as Billy and Knut. Also, all the different dishes and food
items sold in the IKEA warehouse restaurants and shops are of Swedish origin and character,
such as Swedish meatballs, lingonberry jam, and herring. The aim with all this is regarding
the empirical data to promote and communicate the image of Sweden, the Country-of-origin.
Table 5.2 below on the next coming page, summarizes how the literature about unregulated
COO strategies matches collected data and observations regarding the case company IKEA.
50
Table 5.2: Data analysis summary of unregulated COO strategy
Unregulated COO strategy
(Aichner, 2014).
Description Theory
supported
COO implanted in the company
name
IKEA – The initial letters of the Swedish
founder and the location where IKEA
was first established as a company.
X
COO words implanted in the
company name
The letters in the company name
represents the Swedish founder Ingvar
Kamprad, and the region where the
company first started Elmtaryd
Agunnaryd.
X
COO language Swedish words are used in product
names
X
Stereotypical celebrities from
the COO
…
Official flags and symbols of the
COO
The colours of the Swedish flag (yellow
and blue) are used as a symbol of IKEA
and the COO
X
Typical landscapes or buildings
from the COO
Nature and landscapes of Sweden are
illustrated in ads and advertisements.
X
… = No data
X = Theory supports empirical data
51
6. Results
The final chapter serves to present the result of the study. The purpose with this study has
been to provide a deeper understanding of how a multinational company can use its Country-
of-origin (COO) in their brand communication. The result of this study is presented as
findings and conclusions. The most interesting and relevant findings are highlighted and
raised as the final conclusions. These conclusions serve to answer the purpose and each of
the two research questions. The chapter is hereby divided into findings and conclusions and
will end with some implications for further research.
6.1 Findings
What channels in the communication process can a multinational company use to
communicate their brand?
In a globalized world the competition among brands is fierce. Therefore, it is important to
find a strategy to stand out from the crowd. The process of communicate the brand to the
receivers and attract the audience is essential. When communicating a brand or a product it
requires the right channel and the right message from the transmitter. The transmitter, which
can be a company, must decide the most suitable channel (media) to deliver the desired
message to the targeted receiver.
There are no doubts about the fact that Internet and communication online has increased
remarkably during the last decades. Internet offers many opportunities and the number of
internet facilities such as websites, blogs, and social media. The accomplished research has
shown that websites are very useful in the brand communication process. Especially among
multinational companies who seek to find a simple and effective way to promote its brand and
products to a wide audience. The study also shows that other channels, such as paper
catalogues, can be used complementary in the communication process.
52
How can a multinational company use COO in the message component of the
communication process?
By using brand communication message tools and attributes like set of symbols, colour,
names, or images it creates images and perceptions in the mind of the receivers. These images
and perceptions might in turn raise the awareness and attraction regarding the brand and its
products.
The case company IKEA, which in this study represents a multinational company, use COO
strategy in their message component of the communication process. Several COO strategies
can be used complementary in the message component in the company’s communication
process. The aim is to attain competitive advantage among other competitors on the market.
Characteristic COO attributes such as flags, colour, names, images, and language are used in
the message component. The purpose of using these attributes in the message component is to
create images and perceptions of Sweden in the mind of the receiver. By creating these
images and perceptions of Sweden as the COO, the ambition is to attract and make the brand
and products desirable and unique in the eye of the receiver.
The reason multinational company IKEA is using the image of Sweden as COO in their
communication process is because it gives the company a possibility to communicate
something unique which is not possible for competitors to copy or imitate, it provides the
company with a unique competitive advantage. No other furnishing company in the same size
as IKEA has Swedish origin.
A multinational company can use the positive image of COO to promote its brand and
products. It gives the company a possibility to market something which is not possible for
competitors to resemble. It gives the corporation a competitive advantage. To benefit from the
COO strategies, it obviously requires that the receiver of the message possess knowledge
about the COO in question.
53
6.2 Conclusions
Out of the findings that has been presented in the previous section of this chapter, some short
and concise conclusions can hereby be stated as the result. The conclusions of this study are
summarized in the following points below and refers to answer the research questions.
“What channels in the communication process can a multinational company use to
communicate their brand?”
Multinational company (MNC) can use paper catalogues and websites complementary
as channel in the communication process when communicating their brand and or
products.
Websites and catalogues are used as channel (media) in the communication process by
MNC.
“How can a multinational company use COO in the message component of the
communication process?”
COO specific associations and attributes in the message component, such as flags,
colour, names, images, and language can be used in the message component of the
communication process.
MNC can benefit from positive images and perceptions that customers might have
from the COO.
Several unregulated COO strategies combined can be used by MNC to clarify the
COO of the brand and products.
The use of COO language, COO symbols, COO images, are unregulated strategies
that advantageously can be used by MNC in the message component in their brand
communication process.
COO can be used by MNC to gain competitive advantage and uniqueness. It is
difficult for competitors to communicate the exactly same message.
54
6.3 Implications
The final implications and conclusion of this study is presented as the summary and meaning
of above stated result in terms of a comeback to the purpose. The purpose with this study has
been to provide a deeper understanding about how a multinational company's use of COO in
their brand communication, can be described. The conclusions and comeback to this purpose
can be summarized with the statement that unregulated COO strategy can be useful in the
message component of the brand communication process by multinational companies who
seek to promote their brand, and/or products in a unique and competitive manner. Several
unregulated COO strategies can be used complementary in the message component to achieve
the desired result.
In regards of theory in the research area, the result of this study supports that COO can be
used in the message component of the communication process with the purpose to create
certain perceptions in the mind of the receiver. These certain perceptions might in turn be
considered as a unique and competitive advantage for the company in question. Every country
and nation is unique and have unique characteristics. To benefit from the Country-of-origin
effect the receiver of the message need to have knowledge about the country.
Managerial implications of the result in this study are in practical terms how multinational
companies can use COO and its effect in the message component of the brand. The findings
of this research give stakeholders indications of how to use COO strategy to promote their
brand and or products. Several unregulated COO strategies can be used complementary by the
company to promote the origin of their brand and products to benefit from its status and or
reputation. COO attributes such as language, country specific symbols and images can be
used in the message component of the brand communication process. By doing so the
company can gain competitive advantage since it is difficult for many competitors to imitate
the same message.
55
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Appendix 1: Data collection guide
The data is collected partly from an Interview, held with a representative from IKEA. As a
complement to the interview a content analysis is accomplished. Two IKEA websites in two
different countries are observed in the analysis to see how case company communicate its
country-of-origin (COO). The data collection guide includes interview questions and a
content analysis protocol, which is made out of the conceptual framework in chapter 2 as
guidance.
Research question one, “what channels in the communication process can a multinational
company (MNC) use to communicate their brand?” is answered with support from following
data collection guide:
Measurement Interview Observation
A description of a MNC that
operates in more countries than
the COO.
Does case company (IKEA)
operate in more countries
than the COO?
Does case company (IKEA)
operate in more countries than
the COO?
A description of channels that
can be used for brand
communication.
What channels (media) does
case company (IKEA) use to
communicate their
brand/message?
What channels does case
company (IKEA) use to
communicate their
brand/message in different
countries?
Data collection guide regarding RQ1.
60
Research question two, “how can a multinational company use COO in the message
component of the communication process?” is answered with support from following data
collection guide below.
Measurement Interview Content analysis observation
A description of symbols, signs
and images as message in the
brand communication process.
Does case company (IKEA)
use any country-specific
symbols, colour, signs,
names, or images when
communicating the
brand/company?
Does case company (IKEA) use
any country-specific symbols,
colours, signs, names, or images
when communicating the
brand/company in different
countries?
A description of unregulated
COO strategies used by case
company.
Does case company (IKEA)
use any unregulated COO
strategies to communicate
their brand?
Does case company (IKEA) use
any unregulated COO strategies
to communicate their brand in
other countries?
Data collection guide regarding RQ2.
61
Appendix 2: Interview guide
The interview is established to get a description of case company IKEA and a multinational
company´s perspective of nation branding, and more precise, how COO can be used when
communicating a brand and products. The interview is held with Magnus Kerker, who
represents case company IKEA. Following questions below is stated in the interview and
applies as empirical data in the thesis.
1. Does case company (IKEA) operate business in more countries than the country-of-
origin (COO), Sweden?
2. What channels (media) does case company (IKEA) use to communicate the brand and
products?
3. Does case company (IKEA) use any symbols, signs, colour, names, or images
associated with the country-of-origin (COO) when communicating the brand and the
products?
4. Does case company (IKEA) use any regulated or unregulated COO strategy in the
brand communication?
62
The Interview questions on the previous page is established out of the conceptualizing in the
literature chapter, presented in the table below.
Concept Measurement Interview question
Multinational company
(MNC)
A multinational company
(MNC) that operates
business in more countries
than the COO.
Does case company (IKEA)
operate in more countries
than the COO?
Brand communication
process: Channel component
Channel is the media
through where a desired
message flows from the
transmitter to the recipient.
What channels (media) does
case company (IKEA) use to
communicate the brand and
products?
Brand communication
process: Message
component
Set of symbols, signs,
colour, names, and images
used to transmit a desired
message in the
communication process.
Does case company (IKEA)
use any symbols, signs,
colour, names, and images
associated with the COO
when communicating the
brand and the products?
COO strategy Unregulated COO strategy
used by company to
communicate the brand and
products.
Does IKEA use any
regulated or unregulated
COO strategy in the brand
communication?
Interview questions formed out of the conceptualizing.
63
Appendix 3: Content analysis protocol
Complementary to the interview guide, a content analysis protocol has been prepared to make
it possible to compare observations of websites in different countries. Thereof, it will also
make it possible to draw conclusions from the observations. Following data analysis protocols
were used to collect data relevant to answer the research purpose and questions.
Content analysis (observation regarding COO attributes in the message component on IKEA
website in USA) protocol 1:
COO attribute in
message component
Channel (media) in USA Description of COO attributes
Symbols
Colours
Signs
Names
Images
… = No data.
Content analysis (observation regarding COO attributes in the message component on IKEA
website in Australia) protocol 2:
COO attribute in
message component
Channel (media) in
Australia
Description of COO attributes
Symbols
Colours
Signs
Names
Images
… = No data.
