Can Diversity Backfire? Impact of Diversity on Perceived Brand Equity and Wine Quality

Presenter: Ricardo Reyes

Co-Presenter(s):
Natali Luevano, Gabriela Fleischman, Ninoska Gonzalez

Presenter Status: Undergraduate student

Academic Year: 22-23

Semester: Spring

Department: Business Administration

Funding Source/Sponsor: Koret Scholars Program

President's Strategic Plan Goal: Diversity and Social Justice

Abstract:
This study aims to investigate how occupational stereotypes in the wine industry affect consumers' perceptions of brand equity and wine quality. The wine industry is traditionally resistant to change and slow to adopt new technologies, making it vital to address diversity issues to meet the needs of younger generations. The research consists of two studies using the stereotype content model to examine the influence of internalized racial disparity within the industry.The first study investigates the existing occupational stereotypes of various wine industry positions. Findings suggest that different genders and races perceive various wine jobs differently. The result also suggested that there are inverse relationships between competency and warmth across the wine jobs. The second study uses a scenario-based experimental design to explore how occupational stereotypes affect consumers' perceptions of brand equity and wine quality. The results from this study are expected to identify whether or not consumers' perceptions of brand equity and wine quality can be influenced by occupational stereotypes.. The wine industry is essential to California's economy, and this research will contribute to promoting diversity and equity within the industry.