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Place branding-exploring knowledge and positioning choices across national boundaries: The case of an Italian superbrand wine

Tommaso Pucci (Department of Business and Law, Universita degli Studi di Siena, Siena, Italy)
Elena Casprini (Institute of Management, Scuola Superiore Sant’Anna, Pisa, Italy)
Samuel Rabino (D’amore-McKim School of Business, Northeastern University, Boston, Massachusetts, USA)
Lorenzo Zanni (Department of Business and Law, Universita degli Studi di Siena, Siena, Italy)

British Food Journal

ISSN: 0007-070X

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this paper is to examine the effects of the product-specific region-of-origin (ROO) and product-specific country-of-origin (COO) on the willingness to pay a premium price for a wine label designated as a superbrand by the Italian Government: the Chianti Classico.

Design/methodology/approach

The paper introduces the concept of “ROO-COO distance”, defined as the importance attributed to a product-specific ROO as compared to its COO. In order to better understand whether the construct “ROO-COO distance” influences the willingness to pay a premium price, the paper considers consumers’ cross-national differences and their knowledge, distinguishing among three types of knowledge: consumers’ subjective general product knowledge, consumers’ subjective country product knowledge and consumers’ regional product experience (PE). Four hypotheses were tested focussing on Chianti Classico – a premium wine – as related to its ROO and COO (Tuscany, Italy). The authors employed a sample of 4,254 consumers originating from New World countries (Australia, USA and Canada) and Old World countries (Germany, UK, Sweden and Belgium).

Findings

The findings confirm that a place-of-origin influence on price-related product evaluations is country specific. Furthermore, the moderating role of consumers’ subjective product knowledge and consumers’ region-related PEs differ across countries. The ROO-COO distance was found to positively affect only Old World consumers. It was established that respondents’ subjective country/product knowledge and consumers’ regional knowledge or PEs positively moderate this relationship.

Originality/value

The paper links the COO and ROO effects in a single framework and analyses it at the cross-national level, while also considering the moderating effect of consumer’s knowledge.

Keywords

Citation

Pucci, T., Casprini, E., Rabino, S. and Zanni, L. (2017), "Place branding-exploring knowledge and positioning choices across national boundaries: The case of an Italian superbrand wine", British Food Journal, Vol. 119 No. 8, pp. 1915-1932. https://doi.org/10.1108/BFJ-11-2016-0582

Publisher

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Emerald Publishing Limited

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