USA wine consumers’ self-expansion to territorial brand attachment

Although the U.S. wine market is one of the largest in the world, recent growth has slowed. Marketers call for expanding the consumer base through health messaging and encouraging potential consumers to envision themselves as wine enthusiasts. This research considers these elements as facets of consumer self-awareness, exploring how emotional attachment to a Territorial Wine Brand (TWB) develops. Drawing on Self-Expansion Theory, the study posits that consumers seek to enhance their self-concept through wine, which drives attachment following a progression from cognitively to affectively oriented consumer self-knowledge. Using data from online surveys of wine consumers from the USA (n = 350), we show that ideal self-congruence and consumer well-being positively influence wine involvement and consumer perceived value, ultimately enhancing TWB attachment. Building upon Bowlby’s Attachment Theory, the concept of “terroir” in wine hospitality bridges diverse perspectives on attachment to places and brands. This study concludes with theoretical and practical implications for wine hospitality providers.