Back
How the country-of-origin impacts wine traders' mental representation about wines: A study in a world wine trade fair.
Journal article

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

  • Rodrigues H Universidade Estadual de Campinas, UNICAMP, Campinas, São Paulo, Brazil; Plumpton College, UK Centre for Excellence in Wine Education, Training and Research, UK. Electronic address: heber.rodrigues@plumpton.ac.uk.
  • Rolaz J Haute Ecole de Gestion de Genève, HES-SO, Genève, Switzerland.
  • Franco-Luesma E Centre des Sciences du Goût et de l'Alimentation, CSGA, AgroSup Dijon, Université de Bourgogne, Dijon, France.
  • Sáenz-Navajas MP Laboratorio de Análisis del Aroma y Enología (LAAE), Department of Analytical Chemistry, Universidad de Zaragoza, Instituto Agroalimentario de Aragón (IA2) (UNIZAR-CITA), Zaragoza, Spain.
  • Behrens J Universidade Estadual de Campinas, UNICAMP, Campinas, São Paulo, Brazil.
  • Valentin D Centre des Sciences du Goût et de l'Alimentation, CSGA, AgroSup Dijon, Université de Bourgogne, Dijon, France.
  • Depetris-Chauvin N Haute Ecole de Gestion de Genève, HES-SO, Genève, Switzerland.
Show more…
  • 2020-11-25
Published in:
  • Food research international (Ottawa, Ont.). - 2020
Country-of-origin
Mental representation
ProWein
Wine exporting countries
Wine traders
English 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.
Language
  • English
Open access status
closed
Identifiers
Persistent URL
https://sonar.ch/global/documents/120222
Statistics
Document views: 11 File downloads: