The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise

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.

Wine consumers’ preferences in Spain: an analysis using the best-worst scaling approach

“…These results are in accordance with other studies from Old World countries (Angulo et al, 2000;Combris et al, 2000;Mtimet & Albisu, 2006;Perrouty et al, 2006;d'Hauteville et al, 2007;Barreiro et al, 2008;Hertzberg & Malorgio, 2008;Bernabèu et al, 2012). Thus, there are clear indications that this attribute should have more emphasis in communications with them.…”

“…However, grape variety, country of origin, "someone recommended it" and "I tasted the wine previously" are the most relevant and preferred wine attributes by consumers from New World countries such as Australia, New Zealand and the United States (Hall et al, 2001;Loureiro, 2003;Schamel & Anderson, 2003;Charter & Pettigrew, 2006;Lockshin et al, 2006;Boudreaux & Palmer, 2007;Jarvis et al, 2007;Johnson & Bruwer, 2007;Hollebeek et al, 2007;Veale, 2008;Kolyensikova et al, 2008;Cohen, 2009;Cohen et al, 2009;Goodman, 2009). Finally, some studies have found that brand name, label design, price and "it won a medal/award" had a similar perceived relevance by Old World and New World wine consumers (Angulo et al, 2000;Hall et al, 2001;Skuras & Vakrou, 2002;Thomas & Pickering, 2003;Lockshin et al, 2006;Martinez-Carrasco et al, 2006;Mtimet & Albisu, 2006;Perrouty et al, 2006;Boudreaux & Palmer, 2007;d'Hauteville et al, 2007;Jarvis et al, 2007;Johnson & Brower, 2007;Barreiro et al, 2008;Bernabèu et al, 2008;Hertzberg & Malorgio, 2008;Kolyesnikova et al, 2008Casini & Corsi, 2009Cohen, 2009;Cohen et al, 2009;Goodman, 2009). …”

The region-of-origin effect in the purchase of wine: The moderating role of familiarity

“…In this sense, the results allow us to conclude that those consumers with less knowledge about wine present a stronger link between the image formed in their minds about the region as a wine producer and their perception of the quality of its wines. These results are contrary to the conclusions reached by Perrouty et al (2006), Atkin & Johnson (2010), and Atkin & Newton (2012). Those authors found that consumers who are more expert and involved in their purchase of wine give greater importance to information about its ROO in their purchasing process.…”

“…Studies such as those by Perrouty et al (2006), Atkin & Johnson (2010), and Atkin & Newton (2012) have shown that consumers who are more expert and involved in the purchase of wine give greater importance to the ROO information in their purchasing process. Other studies that have included this variable in the general place-of-origin context are those of Insch & McBride (2004) and Srinivasan et al (2004).…”

“…Perrouty et al (2006) used a discrete choice method to survey European wine purchasers (from four countries), and found that ROO equity is significantly moderated by the other attributes of the wine. In Italy, Casini et al (2009) showed that, when consumers are choosing a wine for a dinner at home with their friends, they firstly tended to select a wine they had tried previously, and sec-3 The ROO effect in the purchase on wine objective of which was to assess the views and beliefs of the managers of wineries in a wine-producing region of Spain about the importance of regional origin and the PDO for consumers (García-Galán et al, 2012.…”