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Article Dans Une Revue Food Research International Année : 2020

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

Résumé

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.
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hal-03034522 , version 1 (01-12-2020)

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Paternité - Pas d'utilisation commerciale - Pas de modification

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Heber Rodrigues, Julien Rolaz, Ernesto Franco-Luesma, María-Pilar Sáenz-Navajas, Jorge Behrens, et al.. How the country-of-origin impacts wine traders’ mental representation about wines: A study in a world wine trade fair. Food Research International, 2020, 137, pp.109480. ⟨10.1016/j.foodres.2020.109480⟩. ⟨hal-03034522⟩
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