A country's image could be managed to give greater value to products from that country, while making the country more attractive to investors and more desirable as a tourism destination. Considering two important gaps in the literature on country image (discrepant results on the influence of...

The objective of this article is to understand the process of construction and operation of sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering the perspective of different stakeholders: government agencies, associations, and managers of the wineries. The...

Purpose: This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement. Design/methodology/approach: A wine tasting experiment was performed using...

Purpose: The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic. Design/methodology/approach: The research was divided into...

Purpose: The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach: An integrative literature review of the past 15 years of research...

Purpose: Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of this paper is to revise the structure and the processes of the sectoral brands management....

Purpose: This paper aimed to verify the most important factors (cognitive and affective dimensions) perceived in Rio de Janeiro’s image as the host city of the 2016 Olympic Games and to identify the factors that predict better the overall city image and its affective image dimension in this...

Purpose: This study examines the differences between genders in visual attention and attitudes toward different types of advertisements. Design/methodology/approach: An experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was...