What’s in a Name? Communicating Forms of Toponyms at Greek Wine Labels

Eleni Anagnostou () and Theodosios Tsiakis ()
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Eleni Anagnostou: International Hellenic University
Theodosios Tsiakis: International Hellenic University

A chapter in Conference Proceedings Trends in Business Communication 2022, 2023, pp 1-12 from Springer

Abstract: Abstract This paper is focused on the wine label interaction with the consumer. We assume that the wine label is a powerful communication tool, with much potential for the increase of the consumer’s engagement. Firstly, the theoretical backround of smart label is presented. The second part is referred to the significance of wine communication. Two basic tools are proposed: the involvement of toponymy on the label and the storytelling technique as a core of the wineries' communication strategy. Additionally, relevant research data on Greek wineries are presented. The last part summarizes the main conclusions of this work.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40619-6_1

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DOI: 10.1007/978-3-658-40619-6_1

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