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

Amélia Maria Pinto da Cunha Brandão, Tiago Durães

Abstract


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.


Keywords


Content Marketing; Country-of-Origin; word-of-mouth; electronic-word-of- mouth; Web 2.0

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

 

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