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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Is country of origin still a way to position internationally ?

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Stotskaya, Palina ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 24-Jun-2020/26-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8776
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Title : Is country of origin still a way to position internationally ?
Author : Stotskaya, Palina ULiège
Date of defense  : 24-Jun-2020/26-Jun-2020
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Hermans, Michel ULiège
Solheid, Jonathan ULiège
Language : English
Keywords : [fr] country-of-origin effect, product country images, consumer behavior, Belgian wine industry, brand image
Discipline(s) : Business & economic sciences > Marketing
Target public : Student
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Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] The contribution of the current paper is aiming to provide deep insights concerning the country-of-origin effects of the consumer decision making concerning the Belgian wine in the local market and the international context. The goal is to investigate and examine the impact (if it exists) of the ‘made in Belgium’ label toward the Belgian wine brand image. This means looking for the quality of the product and determine how it plays an important role for the consumer. Moreover, to explore the Belgian wine industry, to discover the new challenges and opportunities in the local and worldwide markets. Besides, to understand how to improve the promotion of Belgian wine in the local market and particularly in the Walloon region.


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  • Stotskaya, Palina ULiège Université de Liège > Master sc. gest., à fin.

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