Imagery and consumption of wine: A Southern United States case study
Document Type
Journal Article
Faculty
Faculty of Business and Law
School
School of Marketing, Tourism and Leisure
RAS ID
14266
Abstract
The present study examines images that wine evokes among frequent and non-frequent wine consumers, as well as factors driving wine choices (e.g., type of wine, country/region) and the level of consumption of wines from different regions / countries. The findings indicate that regardless of respondents' wine consumption level, wine evokes various positive memories, particularly related to pleasure, special occasions, relaxation food, and travel. However, lack of consumption experience of wines from different origin is noticed among the more frequent consumers. The importance of education is therefore emphasised to create a long-term link between the wine product and consumers.
DOI
10.1080/10454446.2012.684640
Access Rights
subscription content
Comments
Alonso, A. D., & O'Neill, M. (2012). Imagery and consumption of wine: A Southern United States case study. Journal of Food Products Marketing, 18(4), 306-324. Available here