The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research … selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework … incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand …

Research studies have proven that place-based/regional branding methods have a positive effect on brand equity and …, before and two years after, conjunctive wine labeling was introduced in Sonoma County. The results show a higher awareness … demonstrates the potential benefit of associating sub-regional appellations with larger wine regions. …

their international branding in various ways, for example, by applying brand or sub-brand names that do not refer to the … genuine country-of-brand-origin, using slogans in foreign languages or establishing brand alliances with partners from … branding strategies applied by emerging market companies by identifying the ways they neutralize the COE both at the brand …