Mapping country wine brand personalities, examples from five nations : an abstract

Abstract

This paper presents a study of wine estate websites in five different countries and regions designed to explore which dimensions of brand personality wine estates exhibit online, to determine whether wine estates in different countries portray different dimensions of brand personality. The study uses text content from wine estate websites and analyzes it using the text analysis software Diction. Typical applications of the BPS include comparisons of brand personalities within an offering category utilizing questionnaires in which respondents indicate the extent to which the brands being compared possess dimensions of brand personality, namely, sincerity, excitement, competence, sophistication, and ruggedness. We chose five wine tourist destination countries/regions for the study to, first, get a mix of old and new world wine producers (France [old], South Africa [new/old], Australia, New Zealand, USA [new]) and in the case of three nations looked at the entire country (Australia, New Zealand, and South Africa) and at the best-known regions in two countries (Bordeaux for France, Napa for USA). The text analysis software Diction (www.dictionsoftware.com) was used to analyze the data. Diction is especially useful for determining the tone of a verbal message and allows the user to incorporate their own dictionaries into the analysis to determine scores based on frequency of key words and tone.