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What’s in a Name? Communicating Forms of Toponyms at Greek Wine Labels

In: Conference Proceedings Trends in Business Communication 2022

Author

Listed:
  • Eleni Anagnostou

    (International Hellenic University)

  • Theodosios Tsiakis

    (International Hellenic University)

Abstract

This paper is focused on the wine label interaction with the consumer. We assume that the wine label is a powerful communication tool, with much potential for the increase of the consumer’s engagement. Firstly, the theoretical backround of smart label is presented. The second part is referred to the significance of wine communication. Two basic tools are proposed: the involvement of toponymy on the label and the storytelling technique as a core of the wineries' communication strategy. Additionally, relevant research data on Greek wineries are presented. The last part summarizes the main conclusions of this work.

Suggested Citation

  • Eleni Anagnostou & Theodosios Tsiakis, 2023. "What’s in a Name? Communicating Forms of Toponyms at Greek Wine Labels," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin (ed.), Conference Proceedings Trends in Business Communication 2022, pages 1-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40619-6_1
    DOI: 10.1007/978-3-658-40619-6_1
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