Vol. 9 No. 2 (2020)
Original Research Article

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

Nadia Passagem
School of Technology and Management, Polytechnic of Leiria, Morro do Lena – Alto do Vieiro, Apartado 4163, 2411-901 Leiria
Catia Fernandes Crespo
CARME, Centre of Applied Research in Management and Economics, School of Technology and Management, Polytechnic of Leiria, CSG/ADVANCE, Morro do Lena – Alto do Vieiro, Apartado 4163, 2411-901 Leiria
Nuno Almeida
CiTUR, ESTM, Polytechnic of Leiria, Rua do Conhecimento, Nº 4, 2520–614 Peniche
Published November 23, 2020
  • country of origin,
  • brand equity,
  • wine sector,
  • loyalty,
  • awareness,
  • brand associations,
  • perceived quality
  • ...More
How to Cite
Passagem, N., Fernandes Crespo, C., & Almeida, N. (2020). The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector. Wine Economics and Policy, 9(2), 63-81. https://doi.org/10.36253/web-8407


The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.


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