This research addresses the interaction between the components of brand. More specifically, the authors evaluate how the region of origin as a component of a wine brand adds value to a wine purchaser. Previous research suggests that the region of origin equity is significantly moderated by the...

Despite the abundance of literature on country-of-origin (COO) effects there is a need for additional empirical research into antecedents of the COO effect. This study examines to what extent consumer ethnocentrism (as measured by the CETSCALE) can singularly, as well as in concert with other...