Exploring the Influence of Regional Brand Equity in an Emerging Wine Sector*

Bonnie Canziani and Erick T. Byrd

Journal of Wine Economics, 2017, vol. 12, issue 4, 370-377

Abstract: We measure the effects of consumer-perceived regional brand equity on future intentions toward regional wine purchases and winery visits for U.S.-based North Carolina (NC) wines. Visitor data were collected at 23 regional wineries, including demographics, motives, and perceptions of and intentions toward NC wines. SPSS™ and SmartPLS™ were employed in analyzing the model presented. Knowledge and regional wine brand equity influence wine consumer motives, which in turn affect intentions. Product-centered motives were more important than experience motives for visiting regional wineries. (JEL Classifications: L66, L83, M31)

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cup:jwecon:v:12:y:2017:i:04:p:370-377_00

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