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

Author

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  • Canziani, Bonnie
  • Byrd, Erick T.

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. SPSSâ„¢ and SmartPLSâ„¢ 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)

Suggested Citation

  • Canziani, Bonnie & Byrd, Erick T., 2017. "Exploring the Influence of Regional Brand Equity in an Emerging Wine Sector," Journal of Wine Economics, Cambridge University Press, vol. 12(4), pages 370-377, November.
    • Handle: RePEc:cup:jwecon:v:12:y:2017:i:04:p:370-377_00
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    Cited by:

    1. Rosana Fuentes-Fernández & Javier Martínez-Falcó & Eduardo Sánchez-García & Bartolomé Marco-Lajara, 2022. "Does Ecological Agriculture Moderate the Relationship between Wine Tourism and Economic Performance? A Structural Equation Analysis Applied to the Ribera del Duero Wine Context," Agriculture, MDPI, vol. 12(12), pages 1-17, December.

    More about this item

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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