IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v13y2018i7p137.html
   My bibliography  Save this article

Wine Marketing: Consumer Persuasion through the Region of Origin

Author

Listed:
  • Sabrina Latusi
  • Cristina Zerbini
  • Silvia Maestripieri
  • Beatrice Luceri

Abstract

This study aims to examine the effectiveness of the communication of the region of origin – through either pictorial or pictorial-textual formats – 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 participants’ attitude towards advertisement and purchase intention (dependent variables). Results provide empirical support to the appropriateness of highlighting the geographical area, by combining textual-pictorial cues, to induce a positive attitude towards advertisement and purchase intention in wine consumers. The study makes a new theoretical contribution in the field of communication about wine bearing a GI label, since the persuasive effect of the geographical area has not been systematically tested in an advertising context. Although the wine’s place of origin is its signature to many consumers, there is no strong evidence on the effectiveness of conveying the values of such a place through its picture and/or name. For marketing practitioners, the study highlights the opportunity to use extrinsic advertising cues that leverage intangible wine values combining pictorial-textual formats.

Suggested Citation

  • Sabrina Latusi & Cristina Zerbini & Silvia Maestripieri & Beatrice Luceri, 2018. "Wine Marketing: Consumer Persuasion through the Region of Origin," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(7), pages 137-137, June.
    • Handle: RePEc:ibn:ijbmjn:v:13:y:2018:i:7:p:137
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/73577/42040
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/73577
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    2. Javier Sanz Cañada, & José Muchnik, 2011. "Introduction : Ancrage et identité territoriale des systèmes agroalimentaires localisés," Post-Print hal-02646030, HAL.
    3. Luisa Menapace & Gregory Colson & Carola Grebitus & Maria Facendola, 2011. "Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(2), pages 193-212, June.
    4. Jean Philippe Perrouty & François d'Hauteville & Larry Lockshin, 2006. "The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 323-341.
    5. McQuarrie, Edward F & Mick, David Glen, 1992. "On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 180-197, September.
    6. Combris, Pierre & Lecocq, Sebastien & Visser, Michael, 1997. "Estimation for a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?," Economic Journal, Royal Economic Society, vol. 107(441), pages 390-402, March.
    7. Mitchell, Andrew A, 1986. "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 12-24, June.
    8. Gilg, Andrew W. & Battershill, Martin, 1998. "Quality farm food in Europe: a possible alternative to the industrialised food market and to current agri-environmental policies: lessons from France," Food Policy, Elsevier, vol. 23(1), pages 25-40, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Latusi, Sabrina & Zerbini, Cristina & Maestripieri, Silvia & Luceri, Beatrice, 2017. "Wine Marketing: Consumer Persuasion Through The Region Of Origin," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 260904, European Association of Agricultural Economists.
    2. Paulius Neciunskas & Laura Tomaseviciute & Dovile Kazlauske & Justina Gineikiene & Ruta Kazlauskaite, 2017. "Uniqueness Perception And Willingness To Buy Protected Geographical Origin Versus Doppelgaenger Brands," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 8(2).
    3. repec:vul:omefvu:v:9:y:2017:i:2:id:232 is not listed on IDEAS
    4. Lee, Jin Kyun & Lee, Byung-Kwan & Lee, Wei-Na, 2013. "Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance," Journal of Business Research, Elsevier, vol. 66(3), pages 354-363.
    5. Deselnicu, Oana C. & Costanigro, Marco & Souza-Monteiro, Diogo M. & McFadden, Dawn Thilmany, 2013. "A Meta-Analysis of Geographical Indication Food Valuation Studies: What Drives the Premium for Origin-Based Labels?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-16, August.
    6. José Cadima Ribeiro & José Freitas Santos, 2004. "Region's reputation and the price of regional products: a hedonic analysis of Portuguese quality cheese," ERSA conference papers ersa04p41, European Regional Science Association.
    7. Garavaglia, Christian & Marcoz, Elena Maria, 2014. "Willingness to pay for P.D.O. certification: an empirical investigation," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 5(1), pages 1-12, July.
    8. Vincent Hoang & Takao Iida & Shigeru Matsumoto & Natsuki Watanabe & Clevo Wilson, 2014. "Market penetration of imported agricultural products: A hedonic analysis of the Japanese table wine market," Working Papers e083, Tokyo Center for Economic Research.
    9. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Ay, Jean-Sauveur & Le Gallo, Julie, 2021. "The Signaling Values of Nested Wine Names," Working Papers 321851, American Association of Wine Economists.
    11. Duvaleix, Sabine & Emlinger, Charlotte & Gaigné, Carl & Latouche, Karine, 2021. "Geographical indications and trade: Firm-level evidence from the French cheese industry," Food Policy, Elsevier, vol. 102(C).
    12. Yu, Julie H. & Albaum, Gerald, 2002. "Sovereignty change influences on consumer ethnocentrism and product preferences: Hong Kong revisited one year later," Journal of Business Research, Elsevier, vol. 55(11), pages 891-899, November.
    13. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    14. Jones, Gregory V. & Storchmann, Karl-Heinz, 2001. "Wine market prices and investment under uncertainty: an econometric model for Bordeaux Crus Classes," Agricultural Economics, Blackwell, vol. 26(2), pages 115-133, November.
    15. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    16. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    17. Vincent Hoang & Takao Iida & Shigeru Matsumoto & Natsuki Watanabe & Clevo Wilson, 2016. "Consumer’s comparison between local and imported organic products: a hedonic analysis of the Japanese table wine market," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 6(3), pages 405-415, December.
    18. Gonçalves, Tânia & Lourenço-Gomes, Lina & Pinto, Lígia M. Costa, 2020. "Dealing with ignored attributes through an inferred approach in wine choice experiments," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).
    19. Charity, Nabwire Ephamia Juma, 2016. "Economic Analysis Of Consumers’ Awareness And Willingness To Pay For Geographical Indicators And Other Quality Attributes Of Honey In Kenya," Research Theses 265574, Collaborative Masters Program in Agricultural and Applied Economics.
    20. Mahenc, Philippe & Meunier, Valérie, 2006. "Early Sales of Bordeaux grands crus," Journal of Wine Economics, Cambridge University Press, vol. 1(1), pages 57-74, April.
    21. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:13:y:2018:i:7:p:137. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.