Explore what factors can influence the product’s country of origin. Explore how country of origin influences consumer behavior and Porto wine brand. A conceptual model is proposed to clarify the COO and other variables relationships on Porto wine, representative factors: ethnocentrism, cosmopolitanism, affinity, attitude toward brand of wine, brand equity, willingness to buy, memorability, brand identification, brand affect

Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia

Bibliographic Details
Main Author: Zhou, Xiaoli (author)
Format: masterThesis
Language:eng
Published: 2020
Subjects:
país de origem
efeitos do país de origem
valor da marca
identificação da marca
afinidade
country of origin
country of origin effects
brand equity
brand identification
affinity
Online Access:http://hdl.handle.net/10316/94698
Country:Portugal
Oai:oai:estudogeral.sib.uc.pt:10316/94698

Internet

http://hdl.handle.net/10316/94698

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