... brand names, including those that indicate authenticity of the brand’s origin, filling previously identified gaps in the literature on country of origin (COO) with regard to fast-consuming goods and low-involvement products such as beer, and exploring the issue of experiential consumption of beer...

... is to describe the development and use of two methods of brand image research based on personification. Both methods were used to investigate the personality of four beer brands. Design/methodology/approach The first method was based on mood boards: participants were asked to make collages of celebrity...