Between love and boycotta story of dual origin brands

  1. Dalia Abdelwahab 1
  2. Nadia Jiménez 1
  3. Sonia San-Martín 1
  4. Jana Prodanova 1
  1. 1 Faculty of Economic and Business Sciences, University of Burgos, Spain
Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695 2444-9709

Year of publication: 2020

Volume: 24

Issue: 3

Pages: 377-402

Type: Article

DOI: 10.1108/SJME-12-2019-0105 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Spanish journal of marketing-ESIC

Abstract

Purpose – This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region. Design/methodology/approach – The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings – After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value – This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

Funding information

The authors would like to thank the Junta de Castilla y León for financing and supporting this research through scholarship of pre-doctoral recruitment (Order EDU/556/2019).

Funders

Bibliographic References

  • Abosag, I. and Farah, M.F. (2014), “The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment”, European Journal of Marketing, Vol. 48 Nos 11/12, pp. 2262-2283.
  • Ahmed, Z.U., Hinck, W. and Felix, R. (2018), “Twenty-five years after the fall of the Berlin wall: an empirical revisit of West German consumers’ attitudes toward products and brands from former East Germany”, Journal of Promotion Management, Vol. 24 No. 6, pp. 895-910.
  • Ahuvia, A.C., Batra, R. and Bagozzi, R.P. (2009), “Love desire and identity: conditional integration theory of the love of things”, in MacInnis, D.J., Park, C.W. and Priester, J.R. (Eds),The Hand-Book of Brand-Relationships, ME Sharpe, New York, NY, pp. 342-357.
  • Albert, N. and Merunka, D. (2013), “The role of brand love in consumer-brand relationships”, Journal of Consumer Marketing, Vol. 30 No. 3, pp. 258-266.
  • Albert, N., Merunka, D. and Valette-Florence, P. (2008), “Loving a brand across cultures: a French/US comparison”, 2008 Academy of Marketing Science Cultural Perspectives in Marketing Conference, New Orleans, LA.
  • Bagozzi, R.P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94.
  • Bagozzi, R.P. and Yi, Y. (2012), “Specification, evaluation, and interpretation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 40 No. 1, pp. 8-34.
  • Balabanis, G. and Diamantopoulos, A. (2004), “Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach”, Journal of the Academy of Marketing Science, Vol. 32 No. 1, pp. 80-95.
  • Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012),“Brand love”, Journal of Marketing, Vol. 76 No. 2, pp. 1-16.
  • Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.B.E. and Ramachander, S. (2000), “Effects of brand local and nonlocal origin on consumer attitudes in developing countries”, Journal of Consumer Psychology, Vol. 9 No. 2, pp. 83-95.
  • Bhandari, M. and Rodgers, S. (2018), “What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions”, International Journal of Advertising, Vol. 37 No. 1, pp. 125-141.
  • Brislin, R.W. (1986), “The wording and translation of research instruments”, Field Methods in CrossCultural Research: Cross-Cultural Research and Methodology Series, Vol. 8, pp. 137-164.
  • Brunat, D. (2018), “El boicot desata la ‘Guerra del cava’ entre productores catalanes y el resto de España”, available at: www.elconfidencial.com/empresas/2018-01-21/guerra-cava-freixenetcodorniu-extremadura-valencia_1508167/ (accessed 10 February 2019).
  • Bruwer, J. and Johnson, R. (2010), “Place-based marketing and regional branding strategy perspectives in the California wine industry”, Journal of Consumer Marketing, Vol. 27 No. 1, pp. 5-16.
  • Cabezas, R. (2019), “El cava extremeño no se resiente en España y mantiene sus ventas”, available at:www.elperiodicoextremadura.com/noticias/almendralejo/cava-extremeno-noresiente-espanamantiene-sus-ventas_1171188.html/ (accessed 6 June 2020).
  • Carroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of brand love”, Marketing Letters, Vol. 17 No. 2, pp. 79-89.
  • Casanova, G. (2019), “La produccion de cava cae un 12% en el mercado español a causa del ‘procés’”, available at: https://elpais.com/economia/2019/06/18/actualidad/1560853618_211192.html (accessed 8 July 2019).
  • Cava Regulatory Council (2019), “List of base wine manufacturing companies 2019”, available at: www.docava.es/wp-content/uploads/2016/02/EMPRESAS-ELABORADORAS-VINO-BASE-2019.pdf (accessed 7 June 2020).
  • Chamorro, A., Rubio, S. and Miranda, F.J. (2015), “The region-of-origin (ROO) effect on purchasing preferences: the case of a multiregional designation of origin”, British Food Journal, Vol. 117 No. 2, pp. 820-839.
  • Charton-Vachet, F. and Lombart, C. (2018), “Impact of the link between individuals and their region on the customer-regional brand relationship”, Journal of Retailing and Consumer Services, Vol. 43, pp. 170-187.
  • Cheah, I. (2010), “Rediscovering Australian brands: the roles of categorisation theory and confirmation bias on country of ownership cues”, Doctoral dissertation, Curtin University.
  • Cheah, I., Phau, I., Kea, G. and Huang, Y.A. (2016), “Modelling effects of consumer animosity: consumers’ willingness to buy foreign and hybrid products”, Journal of Retailing and Consumer Services, Vol. 30 No. 5, pp. 184-192.
  • Cuadras-Morato, X. and Raya, J.M. (2016), “Boycott or buycott? Internal politics and consumer choices”, The BE Journal of Economic Analysis and Policy, Vol. 16 No. 1, pp. 185-218.
  • Del Río, A.B., Vazquez, R. and Iglesias, V. (2001), “The effects of brand associations on consumer response”, Journal of Consumer Marketing, Vol. 18 No. 5, pp. 410-425.
  • Editorial Ecoprensa, S.A. (2015),“Codorníu y freixenet:el cava catalan apuesta por el lujo y la españolidad”, available at: www.eleconomista.es/evasion/gourmet/noticias/7170212/11/15/Codorniu-y-Frexenetel-cava-catalan-apuesta-por-el-lujo-y-la-espanolidad-.html/ (accessed 3April 2019).
  • Ettenson, R. and Gabrielle Klein, J. (2005), “The fallout from French nuclear testing in the South Pacific: a longitudinal study of consumer boycotts”, International Marketing Review, Vol. 22 No. 2, pp. 199-224.
  • Farah, M.F. and Newman, A.J. (2010), “Exploring consumer boycott intelligence using a socio-cognitive approach”, Journal of Business Research, Vol. 63 No. 4, pp. 347-355.
  • Fehr, B. (1988), “Prototype analysis of the concepts of love and commitment”, Journal of Personality and Social Psychology, Vol. 55 No. 4, p. 557.
  • Fernández-Ferrín, P. and Bande-Vilela, B. (2013), “Regional ethnocentrism: antecedents, consequences, and moderating effects”, Food Quality and Preference, Vol. 30 No. 2, pp. 299-308.
  • Fernández-Ferrín, P. and Bande-Vilela, B. (2015), “Attitudes and reactions of Galician (Spanish) consumers towards the purchase of products from other regions”, Global Business and Economics Review, Vol. 17 No. 2, pp. 131-150.
  • Fernández-Ferrín, P., Bande, B. and Galan-Ladero, M.M. (2017), “Parental influence on the levels of regional ethnocentrism of youth: an exploratory analysis”, Spanish Journal of Marketing - Esic, Vol. 21 No. 1, pp. 52-62.
  • Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M. and Galán-Ladero, M.M. (2018),“The valuation and purchase of food products that combine local, regional and traditional features: the influence of consumer ethnocentrism”, Food Quality and Preference, Vol. 64 No. 3, pp. 138-147.
  • Festinger, L. (1957), A Theory of Cognitive Dissonance, Stanford University Press.
  • Fetscherin, M., Boulanger, M., Gonçalves Filho, C. and Souki, G.Q. (2014), “The effect of product category on consumer brand relationships”, Journal of Product and Brand Management, Vol. 23 No. 2, pp. 78-89.
  • Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
  • Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-373.
  • Francas, R. (2018), “Las ventas de cava suben un 0, 73% hasta el mes de junio”, available at: www.lavanguardia.com/economia/20180907/451683055982/ventas-cava-mercado-espanol.html/ (accessed 10 February 2019).
  • García-Gallego, J.M. and Chamorro-Mera, A. (2016), “The region-of-origin effect on the preferences of financial institution’s customers: analysis of the influence of ethnocentrism”, BRQ Business Research Quarterly, Vol. 19 No. 3, pp. 206-218.
  • García-Gallego, J.M. and Chamorro-Mera, A. (2017), “COO vs ROO: importance of the origin in customer preferences towards financial entities”, International Marketing Review, Vol. 34 No. 2, pp. 206-223.
  • García-Gallego, J.M. and Chamorro-Mera, A. (2018), “The region-of-origin effect in the choice of banks”, International Journal of Bank Marketing, Vol. 36 No. 7, pp. 1367-1385.
  • García-Gallego, J.M., Chamorro-Mera, A. and García-Galan, M.M. (2015), “The region-of-origin effect in the purchase of wine: the moderating role of familiarity”, Spanish Journal of Agricultural Research, Vol. 13 No. 3, p. 1.
  • Guo, G., Tu, H. and Cheng, B. (2018), “Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model”, Journal of Consumer Marketing, Vol. 35 No. 7, pp. 688-697.
  • Ha, H.Y. and Perks, H. (2005), “Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust”, Journal of Consumer Behaviour, Vol. 4 No. 6, pp. 438-452.
  • Hashim, S. and Kasana, S. (2019),“Antecedents of brand hate in the fast food industry”, Spanish Journal of Marketing – ESIC, Vol. 23 No. 2, pp. 227-248.
  • Hayes, A.F. (2017), Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach, Guilford publications.
  • He, H., Li, Y. and Harris, L. (2012), “Social identity perspective on brand loyalty”, Journal of Business Research, Vol. 65 No. 5, pp. 648-657.
  • INE (2015), “Encuesta Europea de Salud 2014”, available at: www.ine.es/dyngs/INEbase/es/operacion.htm?c=Estadistica_C&cid=1254736176784&menu=resultados&idp=1254735573175/ (accessed 10 February 2019).
  • Jacobi, L. (2018), “Ethnocentric attitudes of American and international students: assessing the impact of collaboration”, Journal of Intercultural Communication Research, Vol. 47 No. 6, pp. 530-544.
  • Jaramillo, F., Grisaffe, D.B., Chonko, L.B. and Roberts, J.A. (2009), “Examining the impact of servant leadership on salesperson’s turnover intention”, Journal of Personal Selling and Sales Management, Vol. 29 No. 4, pp. 351-365.
  • Jiménez, N. and San Martín, S. (2008), “El etnocentrismo y la animosidad del consumidor como antecedentes de la intención de compra de productos extranjeros’, estableciendo puentes en una economía global”, Escuela Superior de Gestión Comercial y Marketing, ESIC, Vol. 2, p. 24.
  • Jiménez, N. and San Martín, S. (2016), “A cross-national effect of ethnocentrism on purchase intention”, International Business: Concepts, Methodologies, Tools, and Applications, IGI Global, pp. 1555-1584.
  • Jiménez, N. and San Martín, S. (2010), “The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity”, International Business Review, Vol. 19 No. 1, pp. 34-45.
  • Jiménez, N. and San Martín, S. (2014), “The mediation of trust in country-of-origin effects across countries”, Cross-Cultural Management: An International Journal, Vol. 21 No. 2, pp. 150-171.
  • Jiménez-Guerrero, J.F., Gázquez-Abad, J.C. and del Carmen Linares-Agüera, E. (2014), “Using standard CETSCALE and other adapted versions of the scale for measuring consumers’ ethnocentric tendencies: an analysis of dimensionality”, BRQ Business Research Quarterly, Vol. 17 No. 3, pp. 174-190.
  • Juharsah, J. and Hartini, H. (2014), “The role of attitude as relationship mediation between products knowledge and ethnocentrism on purchasing intention of Buton special woven (study on the city of Bau-Bau)”, International Journal of Business and Management Invention, Vol. 3 No. 11, pp. 26-34.
  • Kim, D.J., Ferrin, D.L. and Rao, H.R. (2008), “A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents”, Decision Support Systems, Vol. 44 No. 2, pp. 544-564.
  • Kipnis, E., Kubacki, K., Broderick, A.J., Siemieniako, D. and Pisarenko, N.L. (2012), “‘They don’t want us to become them’: brand local integration and consumer ethnocentrism”, Journal of Marketing Management, Vol. 28 Nos 7/8, pp. 836-864.
  • Klein, J.G., Ettenson, R. and Morris, M.D. (1998), “The animosity model of foreign product purchase: an empirical test in the People’s Republic of China”, Journal of Marketing, Vol. 62 No. 1, pp. 89-100.
  • Klein, J.G., Smith, N.C. and John, A. (2004), “Why we boycott: consumer motivations for boycott participation”, Journal of Marketing, Vol. 68 No. 3, pp. 92-109.
  • Lam, S.K., Ahearne, M. and Schillewaert, N. (2012), “A multinational examination of the symbolic – instrumental framework of consumer–brand identification”, Journal of International Business Studies, Vol. 43 No. 3, pp. 306-331.
  • Lee, R. and Mazodier, M. (2015), “The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects”, European Journal of Marketing, Vol. 49 Nos 5/6, pp. 919-942.
  • Lee, R., Lee, K.T. and Li, J. (2017), “A memory theory perspective of consumer ethnocentrism and animosity”, European Journal of Marketing, Vol. 51 Nos 7/8, pp. 1266-1285.
  • Lee, W.J.T., Cheah, I., Phau, I., Teah, M. and Elenein, B.A. (2016), “Conceptualising consumer regiocentrism: examining consumers’ willingness to buy products from their own region”, Journal of Retailing and Consumer Services, Vol. 32 No. 1, pp. 78-85.
  • Lesakova, D. (2016), “Ethnocentric behaviour in the Slovak population: do Slovaks purchase Slovak dairy products?”, Ekonomický Casopis, Vol. 64 No. 8, pp. 795-807.
  • Lindell, M.K. and Whitney, D.J. (2001), “Accounting for common method variance in cross-sectional research designs”, Journal of Applied Psychology, Vol. 86 No. 1, p. 114.
  • Lopez-Lomelí, M.Á., Llonch-Andreu, J. and Rialp-Criado, J. (2019), “Local, global and glocal consumer brand relationships”, Spanish Journal of Marketing-ESIC, Vol. 23 No. 3, pp. 437-459.
  • López-Rodríguez, J., Dopico, D.C. and Puente, A.M.D.C. (2018), “Export performance in Spanish wineries: the role of human capital and quality management system”, European Journal of International Management, Vol. 12 No. 3, pp. 311-333.
  • Maher, A.A. and Mady, S. (2010), “Animosity, subjective norms, and anticipated emotions during an international crisis”, International Marketing Review, Vol. 27 No. 6, pp. 630-651.
  • Maza, A., Villaverde, J. and Hierro, M. (2019), “The 2017 regional election in Catalonia: an attempt to understand the pro-independence vote”, Economia Politica, Vol. 36 No. 1, pp. 1-18.
  • Moon, S.J., Costello, J.P. and Koo, D.M. (2017), “The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction”, International Journal of Advertising, Vol. 36 No. 2, pp. 246-271.
  • Oberecker, E.M. and Diamantopoulos, A. (2011), “Consumers’ emotional bonds with foreign countries: does consumer affinity affect behavioral intentions?”, Journal of International Marketing, Vol. 19 No. 2, pp. 45-72.
  • Orth, U.R. and Krška, P. (2001), “Quality signals in wine marketing: the role of exhibition awards”, The International Food and agribusiness Management Review, Vol. 4 No. 4, pp. 385-397.
  • Oskam, J. (2014), “A new state in Europe? Scenarios for Catalan self-determination”, Futures, Vol. 64, pp. 51-60.
  • Ouellet, J.F. (2007), “Consumer racism and its effects on domestic cross-ethnic product purchase: an empirical test in the United States, Canada, and France”, Journal of Marketing, Vol. 71 No. 1, pp. 113-128.
  • Periodista Digital (2017), “Bimbo, Cola Cao y otras empresas catalanas proindependentistas han sufrido una caída en ventas del 40%”, available at: www.periodistadigital.com/economia/empresas/2017/12/27/bimbo-cola-cao-y-otras-empresas-catalanas-proindependentistas-han-sufrido-unacaida-en-ventas-del-40.shtml/ (accessed 10 February 2019).
  • Podsakoff, P.M. and Organ, D.W. (1986), “Self-reports in organisational research: problems and prospects”, Journal of Management, Vol. 12 No. 4, pp. 531-544.
  • Rather, R.A., Tehseen, S. and Parrey, S.H. (2018), “Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity”, Spanish Journal of Marketing-ESIC, Vol. 22 No. 3, pp. 321-339.
  • Regulatory Council of Cava (2017), “Global report 2017”, available at: www.docava.es/wp-content/uploads/2018/11/globalreport2017_eng.pdf/ (accessed 8 July 2019).
  • Riefler, P. and Diamantopoulos, A. (2007), “Consumer animosity: a literature review and a reconsideration of its measurement”, International Marketing Review, Vol. 24 No. 1, pp. 87-119.
  • Rodrigues, C. and Rodrigues, P. (2019), “Brand love matters to millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands”, Journal of Product and Brand Management, Vol. 28 No. 7, pp. 830-848.
  • Romero, J. and Ruiz-Equihua, D. (2020), “Be a part of it: promoting WOM, eWOM, and content creation through customer identification”, Spanish Journal of Marketing - ESIC, Vol. 24 No. 1, pp. 55-71.
  • Samiee, S., Shimp, T.A. and Sharma, S. (2005), “Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations”, Journal of International Business Studies, Vol. 36 No. 4, pp. 379-397.
  • Sanchez, M. (2019), “Estos son nueve de los mejores cavas hechos fuera de Cataluña”, available at: www.alimente.elconfidencial.com/gastronomia-y-cocina/2019-12-08/mejores-cavas-hechosfuerade-cataluna-990_2366763/ (accessed 7 June 2020).
  • Sarkar, A., Ponnam, A. and Murthy, B.K. (2012), “Understanding and measuring romantic brand love”, Journal of Customer Behaviour, Vol. 11 No. 4, pp. 324-347.
  • Sharma, P. (2015), “Consumer ethnocentrism: reconceptualisation and cross-cultural validation”, Journal of International Business Studies, Vol. 46 No. 3, pp. 381-389.
  • Sharma, S., Shimp, T.A. and Shin, J. (1994), “Consumer ethnocentrism: a test of antecedents and moderators”, Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 26-37.
  • Shimp, T.A. and Sharma, S. (1987), “Consumer ethnocentrism: construction and validation of the CETSCALE”, Journal of Marketing Research, Vol. 24 No. 3, pp. 280-289.
  • Shu, S.T., Strombeck, S. and Hsieh, C.L. (2013), “Consumer ethnocentrism, self-image congruence and local brand preference: a cross-national examination”, Asia Pacific Management Review, Vol. 18 No. 1.
  • Siamagka, N.T. and Balabanis, G. (2015), “Revisiting consumer ethnocentrism: review, reconceptualisation, and empirical testing”, Journal of International Marketing, Vol. 23 No. 3, pp. 66-86.
  • Siemieniako, D., Kubacki, K., Glinska, E. and Krot, K. (2011), “National and regional ethnocentrism: a case study of beer consumers in Poland”, British Food Journal, Vol. 113 No. 3, pp. 404-418.
  • Sirvanlı, A. (2011), “The private label tendencies of the consumers during the purchasing process”, Doctoral-dissertation.
  • So, K.K.F., King, C., Sparks, B.A. and Wang, Y. (2013), “The influence of customer brand identification on hotel brand evaluation and loyalty development”, International Journal of Hospitality Management, Vol. 34 No. 9, pp. 31-41.
  • Spanish National Law 6/2015 (2015), “Ley 6/2015, de 12 de Mayo, de denominaciones de origen e indicaciones geográficas protegidas de ámbito territorial supraautonómico”, available at: www.boe.es/buscar/pdf/2015/BOE-A-2015-5288-consolidado.pdf (accessed 6 April 2020).
  • Stokburger-Sauer, N., Ratneshwar, S. and Sen, S. (2012), “Drivers of consumer–brand identification”, International Journal of Research in Marketing, Vol. 29 No. 4, pp. 406-418.
  • Suetrong, P., Pires, G.D. and Chen, T. (2018), “Conceptualising the effect of brand love on consumers’ repurchase intentions for consumer products”, Global Business and Economics Review, Vol. 20 No. 2, pp. 213-230.
  • Sukortprommee, S. (2013), “The effect of corporate brand personality on customer-contact employee’s prosocial behavior and the mediating effect of brand identification in Japanese automotive service sector”, Doctoral-dissertation.
  • Sumner, W.G. (1906), Folkways: A Study of the Sociological Importance of Usages. Manners, Customs, Mores, and Morals, Gin and Company, Boston, MA, p. 12.
  • Tajfel, H. (1982), “Social psychology of intergroup relations”, Annual Review of Psychology, Vol. 33 No. 1, pp. 1-39.
  • Teuber, R. (2010), “Geographical indications of origin as a tool of product differentiation: the case of coffee”, Journal of International Food and Agribusiness Marketing, Vol. 22 Nos 3/4, pp. 277-298.
  • The International Organization of Vine and Wine (OVI) (2018), “OVI 2018 report on the world vitivinicultural situation”, available at: www.oiv.int/en/oiv-life/oiv-2018-report-on-the-worldvitivinicultural-situation/ (accessed 10 February 2019).
  • Truong, N.X. (2018), “The impact of Hallyu 4.0 and social media on Korean products purchase decision of Generation C in Vietnam”, KODISA 14th International Conference, Seoul, pp. 141-144.
  • Tuškej, U. and Podnar, K. (2018), “Exploring selected antecedents of consumer–brand identification: the nature of consumer’s interactions with product brands”, Baltic Journal of Management, Vol. 13 No. 4, pp. 451-470.
  • Vaczi, M. (2016), “Catalonia’s human towers: nationalism, associational culture, and the politics of performance”, American Ethnologist, Vol. 43 No. 2, pp. 353-368.
  • Valta, K.S. (2013), “Do relational norms matter in consumer-brand relationships?”, Journal of Business Research, Vol. 66 No. 1, pp. 98-104.
  • Veloutsou, C. and Delgado-Ballester, E. (2018), “New challenges in brand management”, Spanish Journal of Marketing-ESIC, Vol. 22 No. 3, pp. 255-272.
  • Verlegh, P.W. (2007), “Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives”, Journal of International Business Studies, Vol. 38 No. 3, pp. 361-373.
  • Vinalium (2018), “HISTORIA DEL CAVA”, available at: https://vinalium.com/es/historia-del-cava/(accessed 22 March 2020).
  • Vinetur (2015), “How many wineries are there in Spain?”, available at: www.vinetur.com/2016090125256/cuantas-bodegas-hay-en-espana.html/ (accessed 10 February 2019).
  • Westjohn, S.A., Arnold, M.J., Magnusson, P., Zdravkovic, S. and Zhou, J.X. (2009), “Technology readiness and usage: a global-identity perspective”, Journal of the Academy of Marketing Science, Vol. 37 No. 3, pp. 250-265