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Reference: How the country-of-origin impacts wine traders mental representation about wines- A study in a world wine trade fair
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Using data collected at a world wine trade fair, we study how the country-of-origin impacts wine traders mental representation about wines. Using a word association task, we studied the mental representation of traditional Old (France) and New (Argentina) world wine countries in comparison to non-traditional 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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Publication Details

Published: 2020
Publication: Food Research International
Issue: 2020 Online June 2020
Author: Rodirgues H 2020


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