To read this content please select one of the options below:

(excl. tax) 30 days to view and download

Country of Origin Effects and Complimentary Marketing Channels: Is Mexican Wine More Enjoyable when Served with Mexican Food?

Janeen E. Olsen, Linda Nowak, T.K. Clarke

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 2002

267

Abstract

This article investigates whether a negative country of origin bias facing imported wine can be offset when it is distributed in marketing channels alongside already accepted complimentary products. Specifically we consider the case of Mexican wine being introduced to consumers in a Mexican restaurant versus a more general themed contemporary restaurant. An experimental design was employed to investigate consumers' perceptions and future purchase intentions after tasting Mexican wine in a proposed restaurant with one of the two themes. Findings suggest that the best method for introducing Mexican wine to US consumers may be through Mexican restaurants although adoption of the wine for consumption at home may be slow.

Keywords

Citation

Olsen, J.E., Nowak, L. and Clarke, T.K. (2002), "Country of Origin Effects and Complimentary Marketing Channels: Is Mexican Wine More Enjoyable when Served with Mexican Food?", International Journal of Wine Marketing, Vol. 14 No. 1, pp. 23-33. https://doi.org/10.1108/eb008733

Publisher

:

MCB UP Ltd

Copyright © 2002, MCB UP Limited

Related articles