Content Marketing and Country-of-Origin Effect: The case of APICCAPS

• Type: Article in International Scientific Journal
• Date: 2018

Authors

Amélia Brandão (Author) FEP; Duraes, T (Author) Other

Journal

Title: International journal of marketing, communication and new media

Vol. 6 No. Ed. 11

Pages: 74-94

Indexing

ISI Web of Knowledge - 1 Citation

Other information

Authenticus ID: P-00Q-J85

Abstract (EN): This study aims to explore how Content Marketing can be used to increase and create positive associations to products "Made in Portugal" and, thus that, contributing to the lack of studies regarding the thematic. APICCAPS - Portuguese Footwear, Components, Leather Goods Manufacturers' Association was chosen as study object. The intel was collected through semi-structured interviews. The case studied does not fully match what has been suggested by the academy and leads the way to further investigations.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 21