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Reputation tapping

Author

Listed:
  • Bradley J. Rickard
  • Jill J. McCluskey
  • Richard W. Patterson

Abstract

Models describing the development of collective reputation have focused on the impact of past performance measures, but ignore the role of various marketing efforts for food and beverage products that highlight appellation information. We designed a laboratory experiment and used auction data to estimate consumer response to information tying US wine regions to famous wine production regions in France, a phenomenon we define as reputation tapping. Results show that reputation tapping increases bids for the wines produced in burgeoning US wine regions. Our findings also suggest that full protection of geographical indications may require monitoring of activities beyond those by individual firms.

Suggested Citation

  • Bradley J. Rickard & Jill J. McCluskey & Richard W. Patterson, 2015. "Reputation tapping," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 42(4), pages 675-701.
    • Handle: RePEc:oup:erevae:v:42:y:2015:i:4:p:675-701.
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    File URL: http://hdl.handle.net/10.1093/erae/jbv003
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    Citations

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    Cited by:

    1. Onur, Ilke & Bruwer, Johan & Lockshin, Larry, 2020. "Reducing information asymmetry in the auctioning of non-perishable experience goods: The case of online wine auctions," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Gergaud, Olivier & Livat, Florine & Rickard, Bradley & Warzynski, Frederic, 2017. "Evaluating the net benefits of collective reputation: The case of Bordeaux wine," Food Policy, Elsevier, vol. 71(C), pages 8-16.
    3. Li, Tongzhe & McCluskey, Jill J. & Messer, Kent D., 2018. "Ignorance Is Bliss? Experimental Evidence on Wine Produced from Grapes Irrigated with Recycled Water," Ecological Economics, Elsevier, vol. 153(C), pages 100-110.
    4. Gergaud, Olivier & Livat, Florine & Rickard, Bradley & Warzynski, Frederic, 2016. "The Costs and Benefits of Collective Reputation: Who gains and who loses from generic promotion programs?," Working Papers 231135, American Association of Wine Economists.

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