A significant part of the compounds present in wines having six carbon atoms, the C 6 -compounds, derive from grape polyunsaturated fatty acids (primarily originated from membrane lipids), namely linoleic and ␣-linolenic acids, through a cascade of enzymatic reactions. This biochemical pathway yield C 6 -aldehydes, which are subsequently reduced to C 6 -alcohols, which can, in turn, be esterified to produce esters. As the C 6compounds derive from varietal precursors, they could hypothetically contribute to judge wine origin and affiliation. In this way, two C 6 -alcohols, (E)-3-hexenol and (Z)-3-hexenol, have been referred as the most important because its ratio can act as an indicator of the variety of origin.This study presents the results, concerning the concentration of the three main C 6 -alcohols, 1-hexanol, (E)-3-hexenol and (Z)-3-hexenol, as well as ratios between them, for 43 monovarietal wines from Vinhos Verdes demarcated region, belonging to six white -Alvarinho (8), Arinto (1), Avesso (9), Azal (1), Loureiro (17) and Trajadura (4) -and three red -Amaral (1), Borraçal (1) and Vinhão (1) -grape varieties. Wines were produced at experimental scale using slightly different winemaking practices and representing various terroirs and vintages, being analyzed after different conservation periods.The results showed that (E)-3-hexenol/(Z)-3-hexenol ratio clearly discriminates Loureiro wines from those of Alvarinho, Avesso and Trajadura. Moreover, 1-hexanol/(E)-3-hexenol and 1-hexanol/(Z)-3-hexenol ratios may also be able to discriminate Vinhos Verdes monovarietal wines, and can act on a second level differentiation. The remaining monovarietal wines produced results which may be observed as indicative, since only one sample of each was analysed.
Purpose Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s brand personality? This study aims to investigate the antecedents of celebrity–product degree of fit and willingness to pay (WTP)/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes. Design/methodology/approach In total, 335 respondents answered an online questionnaire with a factorial plan corresponding to 20 different matching scenarios: five celebrities/perceived personalities (Emma Watson, Jennifer Lawrence, Kim Kardashian, Natalie Portman and Scarlet Johansson) × four types of branding scenarios (a lipstick for low involvement; a watch for high involvement; an eco-foundation for “high social acceptance” and vodka for “low social acceptance/controversial”). Findings Scarlett Johansson obtained the highest degree of fit, both for launching her own brand of lipstick or a watch. Kim Kardashian had the best degree of fit for launching her own vodka brand, while Emma Watson’s attributes confirmed that she would be seen as the ideal founder of an eco-foundation. Significant predictors of WTP/make a donation were assessed by multiple linear regression for each type of product. Practical implications The paper provides recommendations that may help guide celebrity brand managers through the celebrity–product matching process. Social implications Celebrity branding in relation to social causes is also discussed in this paper. Originality/value This study explores a gap found in the literature as it explores the product match-up hypotheses within a celebrity branding context and moreover extends this investigation to social causes and products with different degrees of involvement and social acceptance.
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