Influence of cultural differences on advertising and brand imageA case study of Volvo Cars in Sweden and in France- 2005 (English)Student paper second termStudent thesis

Abstract [en]

The introduction gives a general background in order to bring up the purpose of our dissertation. We want to investigate how an international company such as Volvo Cars uses advertising to create a favourable image in two different countries. We explain in the methodology part how we did to collect theoretical information via Internet and books. We also give details about the questionnaires we wrote to Volvo Cars Sweden and France and to Swedish and French respondents. Through these questionnaires, we wanted to analyse the brand image of Volvo in Sweden comparing to France. The theoritical part poses a base for our thesis. We use these theories to understand the role of advertising and brand image and also to analyse our findings. We do not necessarily use all the theories we explain but they help the reader to better understand all the complex concepts we use. All the information collected with the questionnaires is summarized in the empirical study. The empirical part is necessary since we compare it with the theories in the analysis part. The analysis is a comparison of the collected data with the theories we explained in the third part of our thesis. The conclusion describes and highlights interesting aspects derived from our study. We divided the conclusion is two parts in order to first, answer to the purpose of our thesis in relation to Volvo Cars and second, to give answers connected to the research questions and we also provide some suggestions for a future research.

Place, publisher, year, edition, pages

2005.

Identifiers

URN: urn:nbn:se:hh:diva-13264Local ID: U12354OAI: oai:DiVA.org:hh-13264DiVA, id: diva2:368444

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09 Last updated: 2025-10-01Bibliographically approved

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