Country of origin advertising and US demand of imported wine: an empirical analysis

Abdoul G. Sam and Stanley Thompson ()

Applied Economics Letters, 2012, vol. 19, issue 18, 1871-1877

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.

Date: 2012
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Working Paper: Country of Origin Advertising and US Demand of Imported Wine: An Empirical Analysis (2012)
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DOI: 10.1080/13504851.2012.669457

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