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Quality Signals In Wine Marketing: The Role Of Exhibition Awards

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  • Orth, U.R.
  • Krska, P.

Abstract

Wine producers have their products evaluated at various wine exhibitions for the purpose of receiving awards that can be displayed on the bottles. This contribution introduces an approach to estimate optimal prices for wine exhibition awards. A case study has been employed in cooperation with a major Czech wine company to investigate the practical usefulness of the method. Estimating the relative importance of selected wine exhibitions as award origins and determining the partial utilities of selected awards (medals) is based on a conjoint experiment. Price equivalents and markups can be derived based on consumer preferences.

Suggested Citation

  • Orth, U.R. & Krska, P., 2001. "Quality Signals In Wine Marketing: The Role Of Exhibition Awards," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 4(4), pages 1-13.
    • Handle: RePEc:ags:ifaamr:34453
    DOI: 10.22004/ag.econ.34453
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    References listed on IDEAS

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    1. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
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    Cited by:

    1. Katharina Hauck & Gergely Szolnoki, 2020. "German Consumers’ Perceptions of Organic Wine—A Qualitative Approach," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    2. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    3. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    4. Matthew H. T. Yap & Nan Chen, 2017. "Understanding young Chinese wine consumers through innovation diffusion theory," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(1), pages 51-68, May.
    5. Paulo Duarte Silveira, 2019. "The Relevance of Shopper Marketing Touchpoints: An Empirical Study on Wine Choice in Restaurants," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 35-48.
    6. Livat, Florine & Alston, Julian M. & Cardebat, Jean-Marie, 2019. "Do denominations of origin provide useful quality signals? The case of Bordeaux wines," Economic Modelling, Elsevier, vol. 81(C), pages 518-532.

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    Keywords

    Demand and Price Analysis;

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