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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

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Author Info

  • 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)

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    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.

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    Bibliographic Info

    Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

    Volume (Year): 22 (2006)
    Issue (Month): 3 ()
    Pages: 323-341

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    Handle: RePEc:wly:agribz:v:22:y:2006:i:3:p:323-341

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    Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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    1. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D., 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, Cambridge University Press, number 9780521788304.
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    3. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan, vol. 19(2), pages 235-255, June.
    4. Mitchell, Andrew A & Dacin, Peter A, 1996. " The Assessment of Alternative Measures of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 23(3), pages 219-39, December.
    5. G¸nter Schamel & Kym Anderson, 2003. "Wine Quality and Varietal, Regional and Winery Reputations: Hedonic Prices for Australia and New Zealand," The Economic Record, The Economic Society of Australia, The Economic Society of Australia, vol. 79(246), pages 357-369, 09.
    6. Victor V Cordell, 1992. "Effects of Consumer Preferences for Foreign Sourced Products," Journal of International Business Studies, Palgrave Macmillan, vol. 23(2), pages 251-269, June.
    7. Erdem, Tulin & Broniarczyk, Susan & Charavarti, Dipankar & Kapferer, Jean-Noel & Keane, Michael & Roberts, John & Steenkamp, Jan-Benedict & Swait, Joffre & Zettelmeyer, Florian, 1999. "Brand Equity, Consumer Learning and Choice," MPRA Paper 53022, University Library of Munich, Germany.
    8. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 13(4), pages 411-54, March.
    9. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 18(2), pages 185-93, September.
    10. Paul Chao, 1989. "Export and Reverse Investment: Strategic Implications for Newly Industrialized Countries," Journal of International Business Studies, Palgrave Macmillan, vol. 20(1), pages 75-91, March.
    11. Park, C Whan & Mothersbaugh, David L & Feick, Lawrence, 1994. " Consumer Knowledge Assessment," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 21(1), pages 71-82, June.
    12. Maheswaran, Durairaj, 1994. " Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 21(2), pages 354-65, September.
    13. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(4), pages 595-600, March.
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    Cited by:
    1. Jay Lillywhite & Jennifer Simonsen & Vera Wilson, 2012. "Growing Chinese medicinal herbs in the United States: understanding practitioner preferences," Agriculture and Human Values, Springer, Springer, vol. 29(2), pages 151-159, June.
    2. Anabela Botelho & Isabel Dinis & Lina Sofia Lourenço-Gomes & Jorge Moreira & Lígia M.Costa Pinto, 2013. "The importance of the origin of apple varieties: results from a discrete choice experiment in Portugal," NIMA Working Papers, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho 54, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho.
    3. Anabela Botelho & Isabel Dinis & Lina Sofia Lourenço-Gomes & Jorge Moreira & Lígia M.Costa Pinto, 2014. "Origin or organoleptic characteristics of Pears: which is more valued in the market?," NIMA Working Papers, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho 55, Núcleo de Investigação em Microeconomia Aplicada (NIMA), Universidade do Minho.
    4. Tempesta, Tiziano & Vecchiato, Daniel & Djumboung, Danièle Aurelie & Chinazzi, Gianluca, 2. "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, Edizioni L’Informatore Agrario, issue 2.

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