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

2025-03-20Artigo científico Acesso restrito
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datacite.subject.fosCiências Sociais
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
datacite.subject.sdg12:Produção e Consumo Sustentáveis
dc.contributor.authorCurth, Marcelo
dc.contributor.authorMonticelli, Jefferson Marlon
dc.contributor.authorCrespo, Cátia Fernandes
dc.date.accessioned2025-12-04T10:46:14Z
dc.date.available2025-12-04T10:46:14Z
dc.date.issued2025-03-20
dc.description
dc.description.abstractPurpose – 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.eng
dc.description.sponsorship
dc.identifier.citationCurth, 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.
dc.identifier.doi10.1108/ijwbr-08-2024-0047
dc.identifier.issn1751-1062
dc.identifier.issn1751-1070
dc.identifier.urihttp://hdl.handle.net/10400.8/14849
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEmerald
dc.relation.hasversionhttps://www.emerald.com/ijwbr/article-abstract/37/3/476/1251130/Exploring-ethnocentrism-and-country-of-origin?redirectedFrom=fulltext
dc.relation.ispartofInternational Journal of Wine Business Research
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectConsumer ethnocentrism
dc.subjectCountry of origin
dc.subjectPerceived quality
dc.subjectBrand associations
dc.subjectBrand loyalty
dc.subjectBrand equity
dc.subjectWine market
dc.titleExploring ethnocentrism and country-of-origin effects on brand equity dimensions: insights from Brazilian and Portuguese wine marketeng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage501
oaire.citation.issue3
oaire.citation.startPage476
oaire.citation.titleInternational Journal of Wine Business Research
oaire.citation.volume37
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameCrespo
person.givenNameCátia Fernandes
person.identifier.ciencia-id0615-6420-EC94
person.identifier.orcid0000-0003-2886-7370
person.identifier.scopus-author-id56072058400
relation.isAuthorOfPublication99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isAuthorOfPublication.latestForDiscovery99788e3e-3e04-4f90-a511-7ee6c6f2dd78

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