François d'Hauteville

The global wine business as a research field

Purpose – This paper has the purpose of introducing the inaugural issue of the International Journal of Wine Business Research after the re‐launch from the International Journal of Wine Marketing including rationale, scope, goals, and objectives.Design/methodology/approach – The paper provides a rationale for a journal such as IJWBR. It starts by outlining the global wine business as a complex and fruitful field to study, describes some streams of research, and identifies issues for future studies as potential further contributions to this journal.Findings – There is a critical need for an outlet that provides an overview on current issues and topics in the wine business, promotes high quality research on all aspects related to managing wine and related businesses, and is accessible to both academics and the global wine trade.Originality/value – This paper is essential for current and prospective readers of the journal and those who consider submitting to IJWBR.

How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation

Purpose – This experimental research seeks to offer a method for measuring the respective product and brand contributions to the global perceived quality dimension in the case of five brands of orange juices.Design/methodology/approach – The disconfirmation of expectations approach method was used which employs the mismatch between expected and blind evaluation of a product. The assimilation effects (when the perceived quality of the product tends to be congruent with the expected quality attributed to the brand) and the contrast effects (when the perceived quality of the product is influenced negatively by the brand) were measured.Findings – Results indicate an assimilation effect for the national brands, particularly strong with the most preferred brand, and a non‐significant brand effect for the retailers brand, although both products were rated the same in the blind evaluation.Practical implications – From a theoretical and methodological point of view, the research suggests that global measures of p...