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Country of Origin Advertising and US Demand of Imported Wine: An Empirical Analysis

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  • Sam, Abdoul G.
  • Thompson, Stanley R.

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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Suggested Citation

  • Sam, Abdoul G. & Thompson, Stanley R., 2012. "Country of Origin Advertising and US Demand of Imported Wine: An Empirical Analysis," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126717, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae12:126717
    DOI: 10.22004/ag.econ.126717
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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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    Marketing;

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