Anca Maria Milovan-Ciuta, Vasilica Marinela Ardelean, Sid Ahmed Sahour, Florin Cristian Jurca


In this article we intend to review the literature on the influence of the country of origin on the quality assessment and decision to buy wine. Based on literature review, we formulated the research model and the hypotheses we want to test. The research framework proposed in this paper is part of a wider research that addresses the influence of the image of the country brand on the image of Romanian wines. The model takes into account the influence of several moderator factors of the relationship intensity between the country of origin and the quality assessment, namely the choice of the purchased wines: the purpose of the purchase, the place of purchase / consumption, the personality of the consumer, the inclination towards ethnocentrism, the consumer's gender and wine consumption expertise. The scale proposed to measure the influence of the country of origin on the perception of quality and choice of wine is the "Best-Worst" scale. The results of these studies may be useful to managers of wine producing / distributing companies in identifying market segments sensitive to various intrinsic and extrinsic attributes of wines and in promoting wine appropriately.


country of origin, extrinsic cues, perceived quality, wine consumption, wine purchase


Atkin, T., & Thach, L. (2012) Millennial wine consumers: Risk perception and information search. Wine Economics and Policy, 1(1), 54-62.

Balabanis, G., & Diamantopoulos, A. (2008) Brand Origin Identification by Consumers: A Classification Perspective. Journal of International Marketing, 16(1), 39-71.

Balestrini, P., & Gamble, P. (2006) Country-of-origin effects on Chinese wine consumers. British Food Journal, 108(5), 396-412.

Batt, P.J., & Dean, A. (2000) Factors influencing the consumer’s decision. Australian & New Zealand Wine Industry Journal, 15(4), 34-41.

Behrens, St., Wiedmann, K.P., Hennigs, N., & Klarmann, Ch. (2012) A typology of wine consumers based on best-worst-scaling. International Marketing Trends Conference, Venice, 19th-21st January.

Beverland, M.B., & Lindgreen, A. (2002) Using country-of-origin in strategy: the importance of context and strategic action. Journal of Brand Management, 10(2), 147-167.

Bruwer, J., & Buller, C. (2012) Country‐of‐origin (COO) brand preferences and associated knowledge levels of Japanese wine consumers. Journal of Product & Brand Management, 21(5), 307-316.

Chaney, I.M. (2002) Promoting Wine by Country. International Journal of Wine Marketing, 14(1), 34-40.

Cocalia, M.A. (2015) Knowledge and Information – new factors of production in the context of globalization. Ecoforum Journal, 4(1), 119-124.

Crouch, R., Orth, U.R., & Lu, V.N. (2016) For the Love of Country: How Origin-related Affect Influences Consumer Wine Evaluation and Preference. Conference: 9th Academy of Wine Business Research Conference, University of South Australia, Business School, Conference Proceedings.

Essoussi, L.H., & Merunka, D. (2007) Consumer's product evaluations in emerging markets: Does country of design, country of manufacturer, or brand image matter? International Marketing Review, 24(4), 409-26.

Felzensztein, C., & Dinnie, K. (2005) The effects of country of origin on UK consumers’ perception of imported wines. Journal of Food Products Marketing, 11(4), 109-117.

Forbes, S. L. (2014) Battle of the nations: Consumer perceptions of wine origins. Working Paper, Faculty of Commerce Working Paper No. 9, Lincoln University.

Goldberg, M. E., & Baumgartner, H. (2002) Cross-country attraction as a motivation for product consumption. Journal of Business Research, 55(11), 901–906.

Goodman, S., Lockshin, L., & Cohen, E. (2007) Influencers of consumer choice in a retail setting - more international comparisons. Wine Industry Journal, 22(6), 42-48.

Goodman, S., Lockshin, L., Cohen, E., Fensterseifer, J., Ma, H., d’Hauteville, F., Sirieix, L., Orth, U., Casini, L., Corsi, A., Jaeger, S., Danaher, P., Brodie, R., Olsen, J., Thach, L., & Perrouty, J.P. (2008) International Comparison of Consumer Choice for Wine: A Twelve Country Comparison. 4th International Conference of the Academy of Wine Business Research, Siena, 17-19 July.

Gürhan-Canli, Z., & Maheswaran, D. (2000) Cultural Variations in Country of Origin Effects. Journal of Marketing Research, 37(3), 309-317.

Hamlin, R.P., & Leith, K.J. (2006) Studying the country-of-origin cue in action: an experimental examination of wine evaluations in the United Kingdom and New Zealand. Place Branding and Public Diplomacy, 2(4), 311-320.

Johansson, J.K., & Nebenzahl, I.D. (1986) Multinational production: effect on brand value. Journal of International Business Studies, 17, 101-26.

Josiassen, A. (2010) Young Australian consumers and the country-of origin effect: investigation of the moderating roles of product involvement and perceived product-origin congruency. Australasian Marketing Journal, 18, 23-27.

Keown, C., & Casey, M. (1995) Purchasing behavior in the Northern Ireland wine market. British Food Journal, 97(1), 17-20.

Lee, R., Lockshin, L., & Greenacre, L. (2016) A Memory-Theory Perspective of Country-Image Formation. Journal of International Marketing, 24(2), 62-79.

Liefeld, J. (2004) Consumer knowledge and use of country-of-origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-96.

Lockshin, L., & Hall, J. (2003) Consumer purchasing behavior for wine: what we know and where we are going. International colloquium in wine marketing, Adelaide (Australia).

Lockshin, L., & Halstead, L. (2005) A comparison of Australian and Canadian wine buyers using discrete choice analysis. Paper presented at the International Wine Marketing Symposium, Sonoma, California.

Lockshin, L., Jarvis, W., Perrouty, J.P., & d'Hauteville, F. (2006) Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17, 166-178.

Magnusson, P., Krishnan, V., Westjohn, S.A. et al. (2014) The spillover effects of prototype brand transgressions on country image and related brands. Journal of International Marketing, 22(1), 21-38.

Marley, A.A.J., & Louviere, J.J. (2005) Some Probabilistic Models of Best, Worst, and Best- Worst Choices. Journal of Mathematical Psychology, 49, 464-480.

Melnyk, V., Klein, K., & Völckner, F. (2012) The double-edged sword of foreign brand names for companies from emerging countries. Journal of Marketing, American Marketing Association, 76(6), 21-37.

Nebenzahl, I.D., Jaffe, E.D., & Lampert, S.I. (1997) Towards a Theory of Country Image Effect on Product Evaluation. Management International Review, 37(1), 27-49.

Orth, U.R., McGarry, W.M., & Dodd, T.H. (2005) Dimensions of wine region equity and their impact on consumer preferences. Journal of Product & Brand Management, 14(2), 88-97.

Papadopoulos, N., & Heslop, L. (2002) Country equity and country branding: Problems and prospects. Journal of Brand Management, 9(4), 294-314.

Samiee, S. (1994) Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.

Samiee, S., Shimp, T.A., & Sharma, S. (2005) Brand origin recognition accuracy: its antecedents and consumers' cognitive limitations. Journal of International Business Studies, 36(4), 379-397.

Solomon M., Bamossy G., Askegaard S., & Hogg, M.K. (2010) Consumer Behavior. A European Perspective. Harlow: Pearson Education.

Sun, L., Zheng, X., Su, M., & Keller, L. R. (2017) Intention-Behavior Discrepancy of Foreign Versus Domestic Brands in Emerging Markets: The Relevance of Consumer Prior Knowledge. Journal of International Marketing, 25(1), 91-109.

Usunier, J.C. (2006) Relevance in business research: the case of country-of-origin research, in marketing. European Management Review, 3, 60-73.

Wall, M., & Heslop, L. (1986) Consumer attitudes towards Canadian-made versus imported products. Journal of the Academy of Marketing Science, 14(2), 27-36.

Wang, X., & Yang, Z. (2008) Does country of origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry. International Marketing Review, 25(4), 458-474.

Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.