Abstract

AZEVEDO, António  and  FARHANGMEHR, Minoo. Brand equity of made in Portugal brands. Rev. Portuguesa e Brasileira de Gestão [online]. 2012, vol.11, n.2-3, pp.38-54. ISSN 1645-4464.

Building a strong brand is often pointed out as the solution for the enhancement of Portuguese firms’ competitiveness. This text examines the role of brand origin and brand personality interaction in fashion clothing branding advertising processing and in brand equity generation, considering the developed theoretical framework designated by SCARM (Self-Congruent Advertising Response Model). Brand equity comparative analysis assessed through the measurement of the willingness to pay, revealed that brands with sophistication personality and foreign name - but made in Portugal - have higher potential value.

Keywords : Branding, Brand Equity; Country-of-Origin; Brand Personality; Self-Congruency; Advertising Processing; Conjoint Analysis.

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