Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy
Research studies have proven that place-based/regional branding methods have a positive effect on brand equity and economic benefits for companies. However, very small or specific regions may be confusing to consumers, so conjunctive labeling â or the process of advertising both a larger region and...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Firenze University Press
2017-12-01
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| Series: | Wine Economics and Policy |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S221297741730039X |
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| _version_ | 1849414949758042112 |
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| author | Tom Atkin Damien Wilson Liz Thach Janeen Olsen |
| author_facet | Tom Atkin Damien Wilson Liz Thach Janeen Olsen |
| author_sort | Tom Atkin |
| collection | DOAJ |
| description | Research studies have proven that place-based/regional branding methods have a positive effect on brand equity and economic benefits for companies. However, very small or specific regions may be confusing to consumers, so conjunctive labeling â or the process of advertising both a larger region and the sub-region of origin for a product â is suggested as a remedy for this situation. This study analyzes the impact of conjunctive labeling by comparing two national samples of consumers, before and two years after, conjunctive wine labeling was introduced in Sonoma County. The results show a higher awareness for both Sonoma County and its sub appellations (AVAs) after conjunctive labeling was introduced than before. This demonstrates the potential benefit of associating sub-regional appellations with larger wine regions. Keywords: Regional branding, Appellations, Wine marketing, Conjunctive labeling, Place-based marketing |
| format | Article |
| id | doaj-art-7f5dd8a0cf66450fa90e1927a170bfe9 |
| institution | Kabale University |
| issn | 2212-9774 |
| language | English |
| publishDate | 2017-12-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-7f5dd8a0cf66450fa90e1927a170bfe92025-08-20T03:33:39ZengFirenze University PressWine Economics and Policy2212-97742017-12-016215516410.1016/j.wep.2017.10.003Analyzing the impact of conjunctive labeling as part of a regional wine branding strategyTom Atkin0Damien Wilson1Liz Thach2Janeen Olsen3Sonoma State University, Rohnert Park, CA, USACorresponding author.; Sonoma State University, Rohnert Park, CA, USASonoma State University, Rohnert Park, CA, USASonoma State University, Rohnert Park, CA, USAResearch studies have proven that place-based/regional branding methods have a positive effect on brand equity and economic benefits for companies. However, very small or specific regions may be confusing to consumers, so conjunctive labeling â or the process of advertising both a larger region and the sub-region of origin for a product â is suggested as a remedy for this situation. This study analyzes the impact of conjunctive labeling by comparing two national samples of consumers, before and two years after, conjunctive wine labeling was introduced in Sonoma County. The results show a higher awareness for both Sonoma County and its sub appellations (AVAs) after conjunctive labeling was introduced than before. This demonstrates the potential benefit of associating sub-regional appellations with larger wine regions. Keywords: Regional branding, Appellations, Wine marketing, Conjunctive labeling, Place-based marketinghttp://www.sciencedirect.com/science/article/pii/S221297741730039X |
| spellingShingle | Tom Atkin Damien Wilson Liz Thach Janeen Olsen Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy Wine Economics and Policy |
| title | Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy |
| title_full | Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy |
| title_fullStr | Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy |
| title_full_unstemmed | Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy |
| title_short | Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy |
| title_sort | analyzing the impact of conjunctive labeling as part of a regional wine branding strategy |
| url | http://www.sciencedirect.com/science/article/pii/S221297741730039X |
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