Exploring ethnocentrism and country-of-origin effects on brand equity dimensions: insights from Brazilian and Portuguese wine market

Curth, Marcelo; Monticelli, Jefferson Marlon; Crespo, Cátia Fernandes

http://hdl.handle.net/10400.8/14849

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Authors

Curth, Marcelo

Monticelli, Jefferson Marlon

Crespo, Cátia Fernandes

Abstract(s)

Purpose – The purpose of this study is to explore the effects on the dimensions of brand equity of cultural elements such as ethnocentrism and country of origin. Design/methodology/approach – This research focuses on the Portuguese and Brazilian wine markets and data were collected from Portuguese and Brazilian consumers with regard to their evaluations of wines from their respective countries. It developed a conceptual framework that captures the relationships between ethnocentrism and country of origin and the dimensions of brand equity, comprising brand loyalty, brand associations and perceived quality. It tested the study hypotheses using Partial Least Squares Structural Equation Modeling. Findings – The results indicate that both country of origin and CE have a positive influence on brand equity dimensions in both countries. Brand associations had no significant effect on brand equity in the data from either sample. Moreover, the Brazilian data showed no significant effect of perceived quality on brand equity. Originality/value – This study explores how ethnocentric questions among cultural, economic and sociopolitical perspectives influence the country-of-origin effect on brand equity and the results can shed light on how residents connect with their own cultural heritage when choosing wines produced in Brazil and Portugal.

Keywords

Consumer ethnocentrism Country of origin Perceived quality Brand associations Brand loyalty Brand equity Wine market

URI

http://hdl.handle.net/10400.8/14849

Citation

Curth, M., Monticelli, J. M., & Crespo, C. F. (2025). Exploring ethnocentrism and country-of-origin effects on brand equity dimensions: insights from Brazilian and Portuguese wine market. International Journal of Wine Business Research.