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Historical wines of Portugal: the classification, consumer associations and marketing implications

2021-05Journal article Open access
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dc.contributor.authorCosta, Ana Isabel de Almeida
dc.contributor.authorMarano-Marcolini, Carla
dc.contributor.authorMalfeito-Ferreira, Manuel
dc.contributor.authorLoureiro, Virgílio
dc.date.accessioned2021-05-26T13:30:35Z
dc.date.available2021-05-26T13:30:35Z
dc.date.issued2021-05
dc.description.abstractGeographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n = 12) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers’ general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.3390/foods10050979pt_PT
dc.identifier.eid85105850706
dc.identifier.issn2304-8158
dc.identifier.pmcPMC8146683
dc.identifier.pmid33947004
dc.identifier.urihttp://hdl.handle.net/10400.14/33274
dc.identifier.wos000653860500001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBrand authenticitypt_PT
dc.subjectConsumer behaviorpt_PT
dc.subjectHistorical winespt_PT
dc.subjectMarketing strategypt_PT
dc.subjectWine knowledgept_PT
dc.titleHistorical wines of Portugal: the classification, consumer associations and marketing implicationspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue5pt_PT
oaire.citation.titleFoodspt_PT
oaire.citation.volume10pt_PT
person.familyNameAlmeida Costa
person.familyNameMarano Marcolini
person.familyNameMalfeito-Ferreira
person.givenNameAna Isabel
person.givenNameCarla
person.givenNameManuel
person.identifier.ciencia-id831D-A48B-8D05
person.identifier.ciencia-id7313-2302-AAB5
person.identifier.orcid0000-0001-6443-8229
person.identifier.orcid0000-0002-0632-2778
person.identifier.orcid0000-0002-7985-963X
person.identifier.ridI-5182-2013
person.identifier.ridB-3215-2019
person.identifier.scopus-author-id35571101100
person.identifier.scopus-author-id57193887831
person.identifier.scopus-author-id6602549195
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication82df31df-7767-4dc7-94c6-0339628fb6ec
relation.isAuthorOfPublication3036ef11-5248-47ff-9072-179e5aede762
relation.isAuthorOfPublication696446c2-c099-4d29-a63c-e4f3eebf18bb
relation.isAuthorOfPublication.latestForDiscovery696446c2-c099-4d29-a63c-e4f3eebf18bb

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