The liability of emergingness and country-of-origin effect on South African wine

Purpose: The study explores the country-of-origin effect on the product evaluation of wine offerings from South Africa in European markets. We examine whether a liability of emergingness manifests and its characteristics from an African context. Design/methodology/approach: Using a qualitative appr...

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Autors principals:	Schalk van Wyk, John M. Luiz
Format:	Artigo
Idioma:	Inglês
Publicat:	AOSIS 2024-04-01
Col·lecció:	South African Journal of Business Management
Matèries:	country-of-origin country image liability of foreignness/emergingness/africanness south africa product evaluation wine sector emerging markets international marketing
Accés en línia:	https://sajbm.org/index.php/sajbm/article/view/4146
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