Brand Love across Cultures: a Cross-cultural Study on Wine Consumption, Values and Preferences

The research is a preliminary cross cultural study on brand love in the wine sector across five countries: Australia, Chili, France, Mexico and Portugal. The main objective is to measure the brand love towards the preferred wine brand using Ahuvia´s brand love framework and scale. Design/Methodology/Approach: Data was collected using five independent surveys implemented in each country and handled on a common platform. The survey instrument was first written in English and then underwent a ‘double back-translation' process to the other languages. Findings: The expected outcomes are to gain insights at the level of cultural values, preferences and brand attitudes when choosing a wine brand and identify behavioral and attitudinal differences across segments and countries. Furthermore, by comparing countries we expect to better understand the conditions under which brand love is a good predictor of brand loyalty and recommendation. However, in countries with a high tradition on wine consumption, such as France, it is difficult to talk about wine brands, the term "brand" could generate some confusion and even create negative reactions. Originality/Value: As far as we know, this is the first large cross-cultural study on wine marketing undertaken at the same time on the same platform and integrating antecedents and consequents of brand love.