IDEAS home Printed from https://ideas.repec.org/p/ags/eaae17/260904.html
   My bibliography  Save this paper

Wine Marketing: Consumer Persuasion Through The Region Of Origin

Author

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

Abstract

The purpose of the study was to examine the effectiveness of the communication of the region of origin 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 participant’s attitude towards the advertisement and purchase intention. Results provide empirical support to the appropriateness of highlighting the geographical area by combining textual – pictorial cues to induce a positive attitude towards the advertisement and purchase intention in consumers. The paper has useful implications for both marketing academics and professionals.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:eaae17:260904
    DOI: 10.22004/ag.econ.260904
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/260904/files/Wine%20Marketing%3A%20Consumer%20Persuasion%20Through%20The%20Region%20Of%20Origin.pdf
    Download Restriction: no
    File URL: https://ageconsearch.umn.edu/record/260904/files/Wine%20Marketing%3A%20Consumer%20Persuasion%20Through%20The%20Region%20Of%20Origin.pdf?subformat=pdfa
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.260904?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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. 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.
    3. Beverland, Michael, 2006. "The 'real thing': Branding authenticity in the luxury wine trade," Journal of Business Research, Elsevier, vol. 59(2), pages 251-258, February.
    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. 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.
    6. Maheswaran, Durairaj, 1994. "Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 354-365, September.
    7. repec:agr:journl:v:11(588):y:2013:i:11(588):p:147-164 is not listed on IDEAS
    8. Grewal, Dhruv & Gotlieb, Jerry & Marmorstein, Howard, 1994. "The Moderating Effects of Message Framing and," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 145-153, June.
    9. 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.
    10. 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.
    11. 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.
    12. Cristina VEITH & Costin LIANU, 2013. "Origin of the product and the buying decision," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(11(588)), pages 147-164, November.
    13. Lee, Yih Hwai & Mason, Charlotte, 1999. "Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 156-169, September.
    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. 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.
    2. repec:vul:omefvu:v:9:y:2017:i:2:id:232 is not listed on IDEAS
    3. 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).
    4. Cheah, Isaac & Zainol, Zahirah & Phau, Ian, 2016. "Conceptualizing country-of-ingredient authenticity of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5819-5826.
    5. Gabriel Lagunes Martinez & Štefan Bojnec, 2014. "Factors of Perception in Novel Food Consumption," Management, University of Primorska, Faculty of Management Koper, vol. 9(2), pages 117-130.
    6. 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.
    7. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    8. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    9. Alfonso Siano & Agostino Vollero & Maria Palazzo & Felice Addeo, 2014. "L?atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 87-112.
    10. Xia Li, 2022. "The impact of place-of-origin on price premium for agricultural products: empirical evidence from Taobao.com," Electronic Commerce Research, Springer, vol. 22(2), pages 561-584, June.
    11. Hu, Ye & Wang, Xin, 2010. "Country-of-Origin Premiums for Retailers in International Trades: Evidence from eBay's International Markets," Journal of Retailing, Elsevier, vol. 86(2), pages 200-207.
    12. M. Mercanti-Guerin, 2008. "Perception d'une annonce créative par le consommateur: construction d'une échelle de mesure et impact sur le processus de persuasion publicitaire," Post-Print hal-02054971, HAL.
    13. Vita Petek & Črtomir Rozman & Jasna Potočnik Topler, 2021. "When the Customer and the Wine Shelf Meet: Factors of Ethnocentrism When Selecting a Bottle of Wine," Sustainability, MDPI, vol. 13(21), pages 1-16, November.
    14. Sharmuud Haliun & Seong-Do Cho, 2015. "The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 4-14.
    15. Ali Rıza Apil, 2006. "Foreign Product Perceptions and Country of Origin Analysis across Black Sea:Studies on Azerbaijan, Bulgaria, Georgia, Russia and Turkey," IBSU Scientific Journal, International Black Sea University, vol. 1(1), pages 22-38.
    16. Carneiro, Jorge & Faria, Flávio, 2016. "Quest for purposefully designed conceptualization of the country-of-origin image construct," Journal of Business Research, Elsevier, vol. 69(10), pages 4411-4420.
    17. Bruhn, Manfred & Schwarz, Jürgen & Batt, Verena, 2012. "Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 153-179.
    18. Ismail Tamer Toklu, 2017. "Consumer Preferences for the Attributes of Sunflower Oil: An Exploratory Study with Conjoint Analysis," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(1), pages 39-60, January.
    19. Zeugner-Roth, Katharina P. & Diamantopoulos, Adamantios, 2010. "Advancing the country image construct: Reply to Samiee's (2009) commentary," Journal of Business Research, Elsevier, vol. 63(4), pages 446-449, April.
    20. Krystallis, Athanasios & Chryssochoidis, George M., 2006. "Does the country-of-origin (COO) of food products influence consumer evaluations? An empirical examination of ham and cheese," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10027, European Association of Agricultural Economists.
    21. 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.

    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:ags:eaae17:260904. 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: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/eaaeeea.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.