...-region do not change consumers’ perception. In addition, the study looks to understand further the moderating effect of price and origin in the consumption of wine. Extant literature has primarily examined origin (Barber and Almanza, 2007) and price (Gassler et al., 2019) as extrinsic cues...

...Hannah L. Wolf; Sussie C. Morrish; Joanna Fountain Purpose Consumer perceptions and motivation for luxury consumption are extensively investigated in the existing literature, although studies have largely focused on branded products with not much attention given to luxury wine. The wine category...