Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/194538
Authors: 
Atkin, Tom
Wilson, Damien
Thach, Liz
Olsen, Janeen E.
Year of Publication: 
2017
Citation: 
[Journal:] Wine Economics and Policy [ISSN:] 2212-9774 [Volume:] 6 [Year:] 2017 [Issue:] 2 [Pages:] 155-164
Abstract: 
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 - or the process of advertising both a larger region and the sub-region of origin for a product - 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.
Subjects: 
Appellations
Conjunctive labeling
Place-based marketing
Regional branding
Wine marketing
Persistent Identifier of the first edition: 
Creative Commons License: 
https://creativecommons.org/licenses/by-nc-nd/4.0/
Document Type: 
Article
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