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Scandi Chic or Nordic Noir – The Value of the Nordic Brand and the Effect of Consumer Affinity and Stereotypes on Behaviour among International Consumers

Ekstrand, Sara Johanna Helena
Master thesis
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http://hdl.handle.net/11250/2580141
Issue date
2018
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  • Master of Science [835]
Abstract
In this thesis I have explored the effectiveness and implications of the relatively

new construct of consumer affinity and its potential ability to determine or predict

consumer behaviour and preference for brands and products originating from the

Nordic region. The theoretical discussion builds upon the well-researched area of

country-of-origin and nation branding. Additionally, I compare the effectiveness of

consumer affinity with that of stereotypes and broaden the affinity construct by

comparing it to the construct of brand love. The relationship between the

independent and dependent variables finally considers product category and preexisting

knowledge as moderating variables.

A total of 146 respondents from different parts of the world were asked to evaluate

four Nordic brands (Norwegian, IKEA, Noma and Hurtigruten) in selfadministered

questionnaires.

My results show that consumer affinity does have an effect on consumer behaviour

and significantly increase both purchase intention and brand evaluation for all

brands and product categories. The affinity effect is further dependent on the

reported familiarity and knowledge of the Nordic region, but irrespective of the

number of times the consumer has visited the region. Hence, it is possible to

develop deeper affinity already after one single visit, and managers should focus on

providing more unique knowledge and “hidden secrets” about the region that is not

already generally known, instead of repeating well-known figures and facts, and

communicate shared values and norms. People having affinity towards the region

evaluated all brands, regardless of category more favourably. There was further no

difference between normative and personal affinity. Hence, both can be equally

strong determinants of consumer affinity, and managers could feel comfortable in

using convenient normative sources when trying to develop consumer affinity.

Finally, even though the Nordic region was perceived as more stereotypically

competent, than warm, but the effect on consumer behaviour did not differ between

product categories.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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