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Wine Marketing: Consumer Persuasion Through The Region Of Origin

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Title:
Wine Marketing: Consumer Persuasion Through The Region Of Origin
Author: Latusi, Sabrina ; Zerbini, Cristina ; Maestripieri, Silvia ; Luceri, Beatrice
Subjects: attitude towards the advertisement ; Consumer/Household Economics ; Demand and Price Analysis ; Geographical Indications ; print advertising ; purchase intention ; wine
Description: The purpose of the study was to examine the effectiveness of the communication of the region of origin in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textual) while measuring participant’s attitude towards the advertisement and purchase intention. Results provide empirical support to the appropriateness of highlighting the geographical area by combining textual – pictorial cues to induce a positive attitude towards the advertisement and purchase intention in consumers. The paper has useful implications for both marketing academics and professionals.
Creation Date: 2017
Language: English
Identifier: DOI: 10.22004/ag.econ.260904
Source: AgEcon

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