Mapping Country Wine Brand Personalities, Examples from Five Nations: An 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.