How to Promote Quality Perception in Wine Markets: Brand Advertising or Geographic Indication?

Chengyan Yue, Stéphan Marette () and John Beghin ()

No 21310, 2006 Annual meeting, July 23-26, Long Beach, CA from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: In the context of the wine industry, we investigate producers' choice between geographic indications and brand advertising to convey information to consumers. Producers also decide whether or not to select an effort level for improving the quality of their products. We show that if this effort is selected, a producer will prefer to rely on brand advertising for promoting its products and set up its own reputation. Despite the sharing of the promotion cost, a geographic indication does not sufficiently reward the effort for improving quality. Finally, the selection of both instruments by producers is examined.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 32
Date: 2006
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Citations: View citations in EconPapers (3)

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Related works:
Working Paper: How to promote quality perception in wine markets: brand advertising or geographical indication? (2013)
Working Paper: How to Promote Quality Perception in Wine Markets: Brand Advertising or Geographical Indication? (2013)
Working Paper: How to Promote Quality Perception in Wine Markets: Brand Advertising or Geographical Indication? (2006)
Working Paper: How to Promote Quality Perception in Wine Markets: Brand Advertising or Geographical Indication? (2006)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea06:21310

DOI: 10.22004/ag.econ.21310

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