...Pantea Foroudi; Maria Teresa Cuomo; Matteo Rossi; Giuseppe Festa Purpose For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer consumer segments. Among these, millennials represent...

... only Sustainability Consumer segmentation Country-of-origin effect The data used for this analysis were collected over a span of five weeks in May and June 2013. A written survey was mailed to 3,000 German- and French-speaking households that were randomly selected from the national...

... of origin (i.e. the land), as demonstrated by numerous studies of the country-of-origin effect (Peterson and Jolibert, 1995 ; Roth and Romeo, 1992 ; Usunier and Cestre, 2007 ; Maizza and Iazzi, 2011). In this way land and brand become synonymous and thus, via consumer loyalty, they are able to create...