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The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise

Author

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  • Jean Philippe Perrouty

    (Wine Intelligence, Ltd., International Wine and Spirit Centre, 39-45 Bermondsey Street, London SE1 3XF UK)

  • François d'Hauteville

    (UMR MOISA, Agro Montpellier, Place Pierre Viala, 34060 Montpellier cedex 1 France)

  • Larry Lockshin

    (School of Marketing, University of South Australia, GPO Box 2471, Adelaide 5000, Australia)

Abstract

This research addresses the interaction between the components of brand. More specifically, the authors evaluate how the region of origin as a component of a wine brand adds value to a wine purchaser. Previous research suggests that the region of origin equity is significantly moderated by the other wine attributes with which it is combined on the wine label: commercial brand, level of price, type of bottler, grape variety. The authors test whether the moderating effects depend on self-perceived consumer expertise. They use a discrete choice method to survey 1,162 European wine purchasers, about equally selected from France, Austria, Germany, and the UK. Results show that the region of origin equity is indeed significantly moderated by the other wine attributes. They also show these moderating effects are more important for consumers who perceive themselves as “more expert” than for consumers who feel they are “novices.” [EconLit citation: M310]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 323-341, 2006.

Suggested Citation

  • Jean Philippe Perrouty & François d'Hauteville & Larry Lockshin, 2006. "The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 323-341.
    • Handle: RePEc:wly:agribz:v:22:y:2006:i:3:p:323-341
    DOI: 10.1002/agr.20089
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    1. Latusi, Sabrina & Zerbini, Cristina & Maestripieri, Silvia & Luceri, Beatrice, 2017. "Wine Marketing: Consumer Persuasion Through The Region Of Origin," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 260904, European Association of Agricultural Economists.
    2. Maró, Zalán Márk & Török, Áron & Balogh, Péter & Czine, Péter, 2023. "What is Inside the Bottle? - Factors Influencing Pálinka Consumption," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 15(1), January.
    3. Catherine Viot, 2012. "Subjective knowledge, product attributes and consideration set : the wine case," Post-Print hal-01803724, HAL.
    4. Tempesta, Tiziano & Vecchiato, Daniel & Djumboung, Danièle Aurelie & Chinazzi, Gianluca, 2013. "An analysis of the potential effects of the modification of the Prosecco Protected Designation of Origin: a choice experiment," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2013(2), April.
    5. Ting Fan & Bo Pu & Samart Powpaka & Liaogang Hao, 2019. "The Impact of Disaster of a National Airline on the Nation’s Tourism: An Empirical Investigation," Sustainability, MDPI, vol. 11(5), pages 1-20, February.
    6. Couder, Julien & Valette-Florence, Pierre, 2024. "How do customers experience terroir? An investigation of its ability to increase brand relationship quality," Journal of Business Research, Elsevier, vol. 181(C).
    7. Anabela Botelho & Isabel Dinis & Lina Sofia Lourenço-Gomes & Jorge Moreira & Lígia Costa Pinto, 2013. "The importance of the origin of apple varieties: results from a discrete choice experiment in Portugal," NIMA Working Papers 54, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho.
    8. repec:vul:omefvu:v:9:y:2017:i:2:id:232 is not listed on IDEAS
    9. Deodhar, Satish Y. & Singh, Swati & Tank, Nikita, 2018. "Grapevine or Informed Selection: Significance of Quality Attributes in India’s Emerging Wine Market," IIMA Working Papers WP 2018-03-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    10. Jay Lillywhite & Jennifer Simonsen & Vera Wilson, 2012. "Growing Chinese medicinal herbs in the United States: understanding practitioner preferences," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(2), pages 151-159, June.
    11. Gonçalves, Tânia & Lourenço-Gomes, Lina & Pinto, Lígia M. Costa, 2020. "Dealing with ignored attributes through an inferred approach in wine choice experiments," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).
    12. Eva M. Murgado-Armenteros & María Gutierrez-Salcedo & Francisco José Torres-Ruiz, 2020. "The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach," Sustainability, MDPI, vol. 12(8), pages 1-14, April.
    13. Paulius Neciunskas & Laura Tomaseviciute & Dovile Kazlauske & Justina Gineikiene & Ruta Kazlauskaite, 2017. "Uniqueness Perception And Willingness To Buy Protected Geographical Origin Versus Doppelgaenger Brands," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 8(2).
    14. Ivana Alpeza & Ivan Nižić & Zrinka Lukač, 2023. "What Influences Croatian Consumers’ Wine Choice?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 41-56.
    15. Santeramo, Fabio Gaetano & Lamonaca, Emilia & Carlucci, Domenico & De Devitiis, Biagia & Seccia, Antonio & Viscecchia, Rosaria & Nardone, Gianluca, 2020. "On the relevance of the Region-Of-Origin in consumers studies," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 9(2), April.
    16. Nicola Casolani & Andrea Ciccarelli & Maria Angela Perito & Emilio Chiodo, 2024. "The Importance of Region of Origin in Sparkling Wines: An International Analysis of Consumers’ Perception," Sustainability, MDPI, vol. 16(1), pages 1-16, January.
    17. Anabela Botelho & Isabel Dinis & Lina Sofia Lourenço-Gomes & Jorge Moreira & Lígia Costa Pinto, 2014. "Origin or organoleptic characteristics of Pears: which is more valued in the market?," NIMA Working Papers 55, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho.
    18. Marta Martínez-Arnáiz & Eugenio Baraja-Rodríguez & Daniel Herrero-Luque, 2022. "Multifunctional Territorialized Agri-Food Systems, Geographical Quality Marks and Agricultural Landscapes: The Case of Vineyards," Land, MDPI, vol. 11(4), pages 1-28, March.
    19. Sabrina Latusi & Cristina Zerbini & Silvia Maestripieri & Beatrice Luceri, 2018. "Wine Marketing: Consumer Persuasion through the Region of Origin," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(7), pages 137-137, June.
    20. Cheah, Isaac & Zainol, Zahirah & Phau, Ian, 2016. "Conceptualizing country-of-ingredient authenticity of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5819-5826.

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