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The impact of country of origin on brand equity : an analysis of the wine sector
Passagem, Nadia; Crespo, Cátia Fernandes; Almeida, … - In: Wine Economics and Policy 9 (2020) 2, pp. 63-81
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...
Persistent link: https://www.econbiz.de/10012510953
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The influence of storytelling on the consumer-brand relationship experience
Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; … - In: Journal of marketing analytics : JMA 11 (2023) 1, pp. 41-56
Persistent link: https://www.econbiz.de/10014250028
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Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements
Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; … - In: International journal of sports marketing & sponsorship 23 (2022) 2, pp. 259-277
Persistent link: https://www.econbiz.de/10013369890