Wine Marketing: Consumer Persuasion Through The Region Of Origin

Sabrina Latusi, Cristina Zerbini, Silvia Maestripieri and Beatrice Luceri

No 260904, 2017 International Congress, August 28-September 1, 2017, Parma, Italy from European Association of Agricultural Economists

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.

Keywords: Consumer/Household Economics; Demand and Price Analysis (search for similar items in EconPapers)
Pages: 12
Date: 2017-08-29
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae17:260904

DOI: 10.22004/ag.econ.260904

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