How to Promote Quality Perception in Wine Markets: Brand Advertising or Geographical Indication?
In the context of the wine industry, we investigate producers' choice between geographical indications and brand advertising to convey information to consumers. Producers also decide whether or not to select an effort level for improving the quality of their products. We show that if this effort level is selected, a producer will prefer to rely on brand advertising for promoting its products and setting up its own reputation. Despite allowing the cost of promotion to be shared, a geographical indication does not sufficiently reward the effort to improve quality. Finally, the selection of both instruments by producers is examined.
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- Claude Fluet & Paolo G. Garella, 1999.
"Advertising and Prices as Signals of Quality in a Regime of Price Rivalry,"
Cahiers de recherche du Département des sciences économiques, UQAM
9903, Université du Québec à Montréal, Département des sciences économiques.
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- Philippe Mahenc, 2004. "Influence of Informed Buyers in Markets Susceptible to the Lemons Problem," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(3), pages 649-659.
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- Stéphan Marette & John Crespi, 2003. "Can Quality Certification Lead to Stable Cartels?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 23(1), pages 43-64, August.
- Jason A. Winfree & Jill J. McCluskey, 2005.
"Collective Reputation and Quality,"
American Journal of Agricultural Economics,
Agricultural and Applied Economics Association, vol. 87(1), pages 206-213.
- Bodo Steiner, 2004. "French Wines on the Decline? Econometric Evidence from Britain," Journal of Agricultural Economics, Wiley Blackwell, vol. 55(2), pages 267-288.
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