Hostname: page-component-78c5997874-mlc7c Total loading time: 0 Render date: 2024-11-20T04:44:46.037Z Has data issue: false hasContentIssue false
  • English
  • Français

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

Published online by Cambridge University Press:  23 November 2017

Bonnie Canziani  and
Erick T. Byrd
Bonnie Canziani*
Affiliation:
Bryan School of Business and Economics, 516 Stirling Street, Greensboro, NC 27402-6170, USA; +1 336 334 4471;
Erick T. Byrd
Affiliation:
Bryan School of Business and Economics, 516 Stirling Street, Greensboro, NC 27402-6170, USA; +1 336 334 4471; e-mail: [email protected].
*
e-mail: [email protected] (corresponding author).
Get access Rights & Permissions [Opens in a new window]

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. SPSS™ and SmartPLS™ 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)

Keywords

experience economyregional brand equitywine consumer behavior
Type
Articles
Information
Journal of Wine Economics , Volume 12 , Issue 4 , November 2017 , pp. 370 - 377
Copyright
Copyright © American Association of Wine Economists 2017 

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Footnotes

*

The present paper was presented at the 11th Annual American Association of Wine Economics Conference in Padua, Italy, June 28 to July 1, 2017. We kindly thank both AAWE conference and JWE journal reviewers for their helpful input. We also thank the members of the North Carolina Wine and Grape Council and the North Carolina Winegrowers Association for inviting us to collect data onsite at their wineries.

References

Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.CrossRefGoogle Scholar
Aranda, E., Gómez, M., and Molina, A. (2015). Consumers’ brand images of wines: Differences between two leading Spanish denominations of origin. British Food Journal, 117(8), 2057–2077.CrossRefGoogle Scholar
Bruwer, J., and Buller, C. (2013). Product involvement, brand loyalty, and country-of-origin brand preferences of Japanese wine consumers. Journal of Wine Research, 24(1), 38–58.CrossRefGoogle Scholar
Bruwer, J., and House, M. (2003). Has the era of regional branding arrived for the Australian wine industry? Some perspectives. Australian and New Zealand Grapegrower and Winemaker, 479 (December), 56–61.Google Scholar
Bruwer, J., and Johnson, R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27(1), 5–16.CrossRefGoogle Scholar
Canziani, B., Byrd, E., Bhadury, J., Troy, S., and Banks, M. (2014). Five-Year Strategic Plan for the North Carolina Wine and Grape Industry—2014–2019. Available at http://digital.ncdcr.gov/cdm/ref/collection/p16062coll9/id/156498.Google Scholar
Canziani, B., Hwang, J., and Byrd, E. (2016). Further exploration of subjective knowledge in the wine sector. International Journal of Wine Business Research, 28(3), 246–265.CrossRefGoogle Scholar
Duhan, D. F., Kiecker, P. L., Areni, C. S., and Guerrero, C. (1999). Origin information and retail sales of wine. International Journal of Wine Marketing, 11(3), 44–57.CrossRefGoogle Scholar
Fernandes, T., and Cruz, M. (2016). Dimensions and outcomes of experience quality in tourism: The case of port wine cellars. Journal of Retailing and Consumer Services, 31, 371–379.CrossRefGoogle Scholar
Graeff, T. R. (1997). Comprehending product attributes and benefits: The role of product knowledge and means-end chain inferences. Psychology and Marketing, 14(2), 163–183.3.0.CO;2-B>CrossRefGoogle Scholar
Hankinson, G. (2015). Rethinking the place branding construct. In Kavaratzis, M., Warnaby, G., and Ashworth, G. J. (Eds.), Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions, 13–31. Cham, Switzerland: Springer International Publishing.CrossRefGoogle Scholar
Keller, K. L. (1993). Conceptualising, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.CrossRefGoogle Scholar
Keller, K. L., and Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759.CrossRefGoogle Scholar
Lockshin, L. S., Jarvis, W., d'Hauteville, F., and Perrouty, J. P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3/4), 166–178.CrossRefGoogle Scholar
MacDonald, J. B., Saliba, A. J., and Bruwer, J. (2013). Wine choice and drivers of consumption explored in relation to generational cohorts and methodology. Journal of Retailing and Consumer Services, 20(3), 349–357.CrossRefGoogle Scholar
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., and Dean, D. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209–224.CrossRefGoogle Scholar
Nyadzayo, M. W., Matanda, M. J., and Ewing, M. T. (2011). Brand relationships and brand equity in franchising. Industrial Marketing Management, 40(7), 1103–1115.Google Scholar
O'Neill, M., Palmer, A., and Charters, S. (2002). Wine production as a service experience—The effects of service quality on wine sales. Journal of Services Marketing, 16(4), 342–362.CrossRefGoogle Scholar
Pike, S. (2005). Tourism destination branding complexity. Journal of Product and Brand Management, 14(4), 258–259.CrossRefGoogle Scholar
Schamel, G. (2009). Dynamic analysis of brand and regional reputation: The case of wine. Journal of Wine Economics, 4(1), 62–80.CrossRefGoogle Scholar
Schamel, G., and Anderson, K. (2003). Wine quality and varietal, regional and winery reputations: Hedonic prices for Australia and New Zealand. Economic Record, 79(246), 357–369.CrossRefGoogle Scholar
Tootelian, D., and Segale, J. (2003). The importance of place of origin in purchase decisions for agricultural products. Journal of Food Products Marketing, 10(3), 27–43.CrossRefGoogle Scholar
Yasin, N. M., Noor, M. N., and Mohammad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38–48.CrossRefGoogle Scholar