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
    URL:
    https://ageconsearch.umn.edu/record/260904
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 165 Document Number: D11670
    Subject Term:
    advertising, attitudes, audiovisual media, consumers, drink, persuasion, wine, marketing communication, geography, country of origin, intention, geographic information, and region of origin
    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.

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