Abstract
Despite the increase and diversification of the wine market, there is a scarcity of image-related study in the wine industry. The purpose of this study is in three folds: first, to develop wine image measurement scale; second, to examine the relationships among country image, their wine image, preferences, and purchase intentions; and third, to examine a moderating effect of wine involvement in those relationships. A survey study was conducted, and 444 responses were collected from a convenience sample of wine consumers. The results of this study indicated that the country image affected their wine image which in turn affected wine preferences and purchase intentions. Additionally, affective image had stronger effects on consumer responses than cognitive image. Interestingly, wine involvement did not have moderating effects on those relationships. This study provides academic insights for wine-related research as well as practical marketing implications for the wine industry.
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