Country-of-Origin and Wine Knowledge: An Empirical Study on Chinese Consumers’ Wine Evaluations

Fang Liu, Jamie Murphy

Research output: Chapter in Book/Conference paperChapterpeer-review

2 Citations (Scopus)

Abstract

This study examined the effect of Product-Country Image (PCI), a country-of-origin concept, on Chinese consumers’ attitudes towards local and foreign brands. It also examined the moderating effects of objective product knowledge (OPK) and subjective product knowledge (SPK) towards wine on the relationship between PCI and attitudes towards local and foreign brands. Adopting a three-country between-group factorial design and a field experiment in China, this study found that PCI had a significant positive effect on consumer attitudes towards both local and foreign brands, but the effect on foreign brands was country specific. OPK and SPK significantly attenuated the positive effect of PCI on brand attitude for local wines. However, the attenuating effect of OPK and SPK on foreign wines was also country specific.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages314-323
Number of pages10
DOIs
Publication statusPublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

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