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Título

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

AutorRodrigues, Heber; Rolaz, Julien; Franco-Luesma, Ernesto CSIC ORCID; Sáenz-Navajas, María-Pilar CSIC ORCID ; Behrens, Jorge; Valentin, Dominique; Depetris-Chauvin, Nicolas
Palabras claveWine traders
Mental representation
Wine exporting countries
ProWein
Country-of-origin
Fecha de publicaciónnov-2020
EditorElsevier BV
CitaciónFood Research International 137: 109480 (2020)
ResumenUsing 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.
Versión del editorhttps://doi.org/10.1016/j.foodres.2020.109480
URIhttp://hdl.handle.net/10261/232277
DOI10.1016/j.foodres.2020.109480
ISSN0963-9969
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