Is country of origin still a way to position internationally ?

Abstract

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.