How the country-of-origin impacts wine traders’ mental representation about wines : a study in a world wine trade fair

Rodrigues, Heber (Universidade Estadual de Campinas, São Paulo, Brazil ; Plumpton College, UK Centre for Excellence in Wine Education, United Kingdom) ; Rolaz, Julien (Haute école de gestion de Genève, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale) ; Franco-Luesma, Ernesto (Université de Bourgogne, Dijon, France) ; Sáenz-Navajas, María-Pilar (Universidad de Zaragoza, Spain) ; Behrens, Jorge (Universidade Estadual de Campinas, São Paulo, Brazil) ; Valentin, Dominique (Université de Bourgogne, Dijon, France) ; Depetris Chauvin, Nicolas (Haute école de gestion de Genève, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

Using data collected at a world wine trade fair, we study how the country-of-origin impacts wine traders’ mental representation about wines. In the analysis we use traditional exporters in Old (France) and New (Argentina) world wine countries in comparison to non-traditional exporters in Old (Switzerland) and New (Brazil) world wine countries. Three main findings are reported. First, the country-of-origin of wines was more important on guiding participants’ representations, than the category of countries the traders came from. Second, participants’ evocations were more precise and specific for traditional wine-exporting countries than for less traditional wine exporting countries. Finally, the lack of traders’ knowledge of wines from non-traditional wine-exporting countries produced associations and beliefs related to the image of the country itself. Our findings have important implications for the marketing and export activities of the wine industry.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
HEG - Genève
Institute:
CRAG - Centre de Recherche Appliquée en Gestion
Subject(s):
Economie/gestion
Date:
2020-11
Pagination:
7 p.
Published in:
Food Research International
Numeration (vol. no.):
2020, vol. 137, article no 109480, pp. 1-7
DOI:
ISSN:
0963-9969
Appears in Collection:

Note: The file is under embargo until: 2021-11-01


 Record created 2020-07-13, last modified 2020-07-24

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