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Wine Marketing: Consumer Persuasion Through The Region Of Origin

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  • Latusi, Sabrina
  • Zerbini, Cristina
  • Maestripieri, Silvia
  • Luceri, Beatrice

Abstract

The purpose of the study was to examine the effectiveness of the communication of the region of origin in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textual) while measuring participant’s attitude towards the advertisement and purchase intention. Results provide empirical support to the appropriateness of highlighting the geographical area by combining textual – pictorial cues to induce a positive attitude towards the advertisement and purchase intention in consumers. The paper has useful implications for both marketing academics and professionals.

Suggested Citation

  • Latusi, Sabrina & Zerbini, Cristina & Maestripieri, Silvia & Luceri, Beatrice, 2017. "Wine Marketing: Consumer Persuasion Through The Region Of Origin," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 260904, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae17:260904
    DOI: 10.22004/ag.econ.260904
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    References listed on IDEAS

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