The influence of country of origin on the perception of wine personality

This study examines how the country of origin (COO) influences consumers’ perceptions of product personality, using Aaker’s (1997) five-dimensional brand personality framework: Excitement, Sincerity, Ruggedness, Sophistication, and Competence. An online survey of 848 UK consumers assessed perceptions of wines from France, Romania, the United States, and China—countries differing in winemaking tradition and market position. Results show significant cross-country differences: French products were rated highest on sophistication and sincerity, reflecting the country’s prestige and heritage, while Chinese and Romanian wines received lower personality scores, indicating less established identities. U.S. products occupied an intermediate position, noted for ruggedness and competence. Consumer involvement intensified perceptions across all groups but did not alter the relative ranking of countries, suggesting that COO-based associations are stable and deeply rooted. These findings demonstrate that COO shapes not only perceived quality but also products’ emotional and symbolic traits. By conceptualizing product personality, the study offers a novel approach linking geographical cues to anthropomorphic product perception. The results provide valuable implications for marketers and producers seeking to strengthen international positioning through origin-based communication strategies.