... Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Wine sensory cues Sensory cue congruence Sensory cue order Consumer behavior Wine knowledge Wine marketing Wine is a multifaceted beverage that activates many senses as well as cognitive and emotional...

..., trust in the quality of imported wine can be improved, thereby increasing consumers’ purchase intention. Originality/value This study contributes to the understanding of consumer perception of the country of origin in the context of wine marketing. It provides valuable implications for wine...