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2. Wine marketing: consumer persuasion through the region of origin
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Latusi, Sabrina (author), Zerbini, Cristina (author), Maestripieri, Silvia (author), and Luceri, Beatrice (author)
- Format:
- Paper
- Publication Date:
- 2017
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 165 Document Number: D11670
- Notes:
- 12 pages., Paper presented at the European Association of Agricultural Economists (EAAE) international congress, August 28-September 1, 2017, Parma, Italy., Researchers examined the effectiveness of the communication of the region of origin in print advertising messages for wine bearing a geographic indications (GI) label. Results demonstrated the ability of extrinsic advertising cues (region of origin) to create value. The geographical area exerted a more favorable influence on consumers' purchase intention when it was conveyed in pictorial-textual format.