Anna Guidry, Julie; Babin, Barry J.; Graziano, William G.; … - In: International Journal of Wine Business Research 21 (2009) 4, pp. 298-311
Purpose – The region where a wine is produced is a factor that influences consumers' preferences and price perceptions. For most consumers, a wine from an established place like France would be preferred over a wine from less established place, like Texas. However, a consumer's identity with...