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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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    References listed on IDEAS

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    1. repec:vul:omefvu:v:9:y:2017:i:2:id:232 is not listed on IDEAS
    2. 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.
    3. 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, issue 2.
    4. 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.
    5. 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.
    6. 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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