The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise

Abstract This research addresses the interaction between the components of brand. More specifically, the authors evaluate how the region of origin as a component of a wine brand adds value to a wine purchaser. Previous research suggests that the region of origin equity is significantly moderated by the other wine attributes with which it is combined on the wine label: commercial brand, level of price, type of bottler, grape variety. The authors test whether the moderating effects depend on self‐perceived consumer expertise. They use a discrete choice method to survey 1,162 European wine purchasers, about equally selected from France, Austria, Germany, and the UK. Results show that the region of origin equity is indeed significantly moderated by the other wine attributes. They also show these moderating effects are more important for consumers who perceive themselves as “more expert” than for consumers who feel they are “novices.” EconLit citation: M310. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 323–341, 2006.