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Type: Artigo
Title: How the country-of-origin impacts wine traders’ mental representation about wines: a study in a world wine trade fair
Author: Rodrigues, Heber
Rolaz, Julien
Franco-Luesma, Ernesto
Sáenz-Navajas, María-Pilar
Behrens, Jorge
Valentin, Dominique
Depetris-Chauvin, Nicolas
Abstract: 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
Subject: Representação mental
Country: Reino Unido
Editor: Elsevier
Rights: Fechado
Identifier DOI: 10.1016/j.foodres.2020.109480
Date Issue: 2020
Appears in Collections:FEA - Artigos e Outros Documentos

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