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Country of origin advertising and US demand of imported wine: an empirical analysis

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  • Abdoul G. Sam
  • Stanley R. Thompson

Abstract

We investigate the impact of media advertising on the US consumption of imported wine. Panel data from six countries over 15 years (1994--2008) are used to estimate an aggregate demand function for US wine imports. Our empirical analysis reveals evidence of important effects of advertising of domestic and imported wines on imported quantities; the advertising of imported wines significantly increases the quantity of imports for most countries while the advertising of domestic wines has a mixed effect on imported wine volumes. Other determinants such as price and real income are also found significant.

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  • Abdoul G. Sam & Stanley R. Thompson, 2012. "Country of origin advertising and US demand of imported wine: an empirical analysis," Applied Economics Letters, Taylor & Francis Journals, vol. 19(18), pages 1871-1877, December.
    • Handle: RePEc:taf:apeclt:v:19:y:2012:i:18:p:1871-1877
    DOI: 10.1080/13504851.2012.669457
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    Cited by:

    1. Villanueva, Emiliano C. & Castillo-Valero, Juan Sebastián & García-Cortijo, Mª Carmen, 2015. "Who is Drinking Wine in the United States? The Demographic and Socio-Economic Profile of U.S. Wine Consumers (1972-2012)," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(4), pages 1-22, November.

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