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PurposeThe region where a wine is produced is a factor that influences consumers' preferences and price perceptions. For most consumers, a wine from an established place like France would be preferred over a wine from less established place, like Texas. However, a consumer's identity with their home area (not well known for wine) may override such an effect. Thus, the purpose of this paper is to determine whether a wine's geographic origin influences wine preference and price perceptions and, if so, whether identity with a place and/or wine expertise moderate this relationship.Design/methodology/approachA total of 257 students from a Texas university sample and rate two identical wines – yet one is labeled as from France and the other as from Texas. Their identification with Texas and their wine expertise are also measured. Paired sample t‐tests and repeated measures MANOCA are used to analyze the data.FindingsThe paper finds that a wine's country of origin has a strong effect on consumers' preferences and price perceptions. Specifically, consumers prefer the French wine over Texas wine and are willing to pay more for the French wine. Consumers' identification with Texas does not significantly mitigate the effects of country of origin; those who score low on Texas identity as well as those who score high had similar ratings for the wines. Similarly, no moderating effects for wine expertise are found.Originality/valueThis research shows the strong effect of county of origin even when participants actually sample the (identical) wines. It offers value by showing that the identity with a region provides little help in overcoming this effect and that wine producers and regions should consider strategies other than appealing to a consumer's identity with the region.

This study determines whether marketing professors’ perceptions of the preparedness of marketing majors have improved during the last decade. In 1985, Budden concluded that marketing professors perceived marketing majors as inadequately prepared to effectively pursue marketing curricula. This study reexamines those perceptions. The same questionnaire was administered to 600 marketing faculty members, and the results are very similar to the earlier study: communication and quantitative skills of marketing majors continue to be regarded as deficient by marketing faculty. Rankings by both groups of respondents of 10 high school subject areas in order of their importance to effectively prepare students for the marketing curriculum were also compared.

Respondents’ comments to the LibQUAL+™ spring 2001 survey were examined to refine the instrument and reduce non‐sampling error. Using qualitative data analysis software, Atlas.ti, respondents’ unsolicited e‐mail messages were analyzed. Results showed that the major problem with the survey was its length, which was due to a combination of factors. This information helped the survey designers in reducing the number of library service quality items from 56 to 25 and in addressing technical problems from the Web‐based survey. An in‐depth discussion of the steps followed in conducting the Atlas.ti analysis will also be discussed.

This research focuses on understanding brand authenticity. Based on two qualitative studies and previous research in authenticity, two key antecedents are identified, stability and rarity, each of which are proposed to consist of four subdimensions. Using SEM to analyze the data from a survey (n = 248), the results support the hypotheses that stability and rarity contribute to brand authenticity. Furthermore, three sub-dimensions were found to comprise stability-internal consistency, longitudinal consistency, and history-and three sub-dimensions were found to comprise rarity-uniqueness, scarcity, and ties to place.References available upon request. 135