Is country of origin still a way to position internationally ?
Stotskaya, Palina
Promotor(s) : Gruslin, Claire
Date of defense : 24-Jun-2020/26-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8776
Details
Title : | Is country of origin still a way to position internationally ? |
Author : | Stotskaya, Palina |
Date of defense : | 24-Jun-2020/26-Jun-2020 |
Advisor(s) : | Gruslin, Claire |
Committee's member(s) : | Hermans, Michel
Solheid, Jonathan |
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 Other |
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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