Consumer wine perceptions in the brand origin framework: the role of product market value

Despite many studies in the literature have shown that the Brand of Origin (BO) is a well known wine choice factor significantly affecting the consumer purchasing process, further investigations are still necessary. In particular it is not clear how the components that make up part of the consumer’s wine perception can affect the level of importance a consumer associates to the wine’s BO in the purchasing decision process. The paper aims to bridge this gap investigating the buying behavior of Brunello di Montalcino, an “high value wine”, compared to the buying behavior of Chianti Classico, “a medium value wine”. We hypothesized that, in such a case, the consumer’s wine perception components can be important and can moderate (reinforce) the BO effect on purchasing behavior.