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Country-of-Origin Effect in Brand Management – the C ase of Poland

Country-of-Origin Effect in Brand Management – the C ase of Poland. Agnieszka Głodowska glodowsa@uek.krakow.pl. Agnieszka Głodowska glodowsa@uek.krakow.pl. lecturer in the Department of Foreign Trade, graduated from Cracow University of Economics and obtained a PhD degree in 2009 ;

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Country-of-Origin Effect in Brand Management – the C ase of Poland

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  1. Country-of-Origin Effectin Brand Management – the Caseof Poland AgnieszkaGłodowska glodowsa@uek.krakow.pl

  2. AgnieszkaGłodowska glodowsa@uek.krakow.pl • lecturer in the Department of Foreign Trade, graduated from Cracow University of Economics and obtained a PhD degree in 2009; • PhD thesis titled: “Diversification of Economic Development and Living Standards in Selected European Union Countries -Multidimensional Analysis”; • in years 1999 – 2009 worked for PyrobatysPolska Sp. z o.o. and Buma Building Systems S.A. • Interests:international market research, international marketing, finance of international trade, analysis of EU structural policy.

  3. www.uek.krakow.pl "To learn the causes and values of thingsTo provide universal educationTo bring together professional and general knowledgeof methodological and theoretical character" • Facts & figures: • Poland's largest university of economics, operating since 1925 • four Faculties • about 21 000 students • various study programs in English • about 200 partners all over the world • member of presigious international organizations (i.e. European University Association, Network of International Business and Economic Schools etc.) • located in Kraków - leading academic center and very popular tourist destination

  4. Country-of-OriginEffect in Brand Management – the Caseof Poland – plan • introduction to the topic – general concept “country of origin effect” (theoretical approach); • the “country-of-origin effect” and consumer attitudes - determinants and receptivity; • perception of foreign brand by Polish consumers – empirical approach; • image of Poland’sbrands under “country of origin effect” – analysis of case studies.

  5. Country–of-origineffect- definition Source:, Hsieh M. 2004. An investigation of country-of-origin effect using correspondence analysis: A cross-national context. International Journal of Market Research, 46(3): 267–295.

  6. Sources of informationabout country of orgin

  7. Perception of brands in Poland Source: adopted by the authorbased on http://www.digest.com.pl/, http://www.markigodnezaufania.pl/

  8. Participation in international business – Poland case Export value in years 2000 – 2010 New Members of UE (thousand USD) Sources: adopted by the authorbased on http://www.intracen.org/exporters/Stat_export_country_product/

  9. Foreign trade partners Sources: http://www.intracen.org/exporters/Stat_export_country_product/

  10. Perception/knowledge of Poland (ten years ago)

  11. Generalattitude towards Polandtoday(excluding ‘I do not know’ answer) Sources: http://www.mg.gov.pl/files/upload/14568/Marka_Polska_Gospodarka_Raport_Koncowy(streszczenie)_z_Badan_wizerunkowych_wer_EN.pdf

  12. Popular Polishbrands - vodka • Soplica http://soplica.pl/ • Wyborowa http://wyborowa.pl • Żubrówka http://www.zubrowka.pl/ • Gorzka Żołądkowa http://www.zoladkowagorzka.com/verification.php

  13. Popular Polishbrands - food • Mlekowitahttp://www.mlekovita.com.pl/ • Wedel http://www.wedel.pl/ • Wawel http://www.wawel.com.pl/pl • Sokołów http://sokolow.pl/ • Tymbark http://tymbark.com/

  14. Popular Polishbrands – clothes • House http://www.lpp.com.pl/firma/house • Reservedhttp://www.reserved.com/pl • Wittchenhttp://www.wittchen.com/ • Tatuumhttp://www.tatuum.com • Americanoshttp://www.americanos.pl/

  15. Popular Polishbrands - furniture • Restolhttp://www.restol.com.pl/www/ • Black red whitehttp://brw.com.pl/pl/home • Kler http://www.kler.pl/ • Forte http://www.forte.com.pl/ • Bydgoskie Meble http://bydgoskiemeble.pl/

  16. Popular Polishbrands – builder’sgoods • Atlas http://www.atlas.com.pl/ • Fakrohttp://www.fakro.com/

  17. Popular Polishbrands – yachts • Northmanhttp://www.northman.pl • Delphiayachtshttp://www.delphiayachts.pl/

  18. Thankyou for attentionI welcomeyourquestions, suggestions, commentsglodowsa@uek.krakow.pl

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