Wine Marketing: Consumer Persuasion through the Region of Origin

Abstract

This study aims to examine the effectiveness of the communication of the region of origin – through either pictorial or pictorial-textual formats – 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 participants’ attitude towards advertisement and purchase intention (dependent variables). Results provide empirical support to the appropriateness of highlighting the geographical area, by combining textual-pictorial cues, to induce a positive attitude towards advertisement and purchase intention in wine consumers. The study makes a new theoretical contribution in the field of communication about wine bearing a GI label, since the persuasive effect of the geographical area has not been systematically tested in an advertising context. Although the wine’s place of origin is its signature to many consumers, there is no strong evidence on the effectiveness of conveying the values of such a place through its picture and/or name. For marketing practitioners, the study highlights the opportunity to use extrinsic advertising cues that leverage intangible wine values combining pictorial-textual formats.

The influence of regional Italian images on consumer behaviour: a study of consumers in Germany

“…In contrast to the regression models for Northern Italy, goodness of fit of the regression models for Southern Italy remains relatively low. Finally, the influence of sympathy for a region on the probability of buying a wine falls in line with other findings, which, especially for this product, ascertain an influence of positive attitudes (affective component) as well as cognitive aspects on consumer perception (van Ittersum 2002;Latusi et al 2018). Even though the normative image differs significantly between Northern and Southern Italy, it has no discernible influence on purchase probability.…”

“…Their findings show that effects of origin tend to be region-specific and certain products are subject to a stronger regional effect than others. Thus Latusi et al (2018) argue analogously, that the link between a geographical (regional) indication and the product wine helps to reduce consumer's risk perception by also reducing concern about the origin and production method of the product. Regional indications of origin can thus serve as an extrinsic cue for perception differentiation and risk reduction on a regional basis, which ultimately leads to an increase in purchase probability (Latusi et al 2018).…”

“…Thus Latusi et al (2018) argue analogously, that the link between a geographical (regional) indication and the product wine helps to reduce consumer's risk perception by also reducing concern about the origin and production method of the product. Regional indications of origin can thus serve as an extrinsic cue for perception differentiation and risk reduction on a regional basis, which ultimately leads to an increase in purchase probability (Latusi et al 2018). As a limiting factor, Waiguny et al (2017) state that regional indications only constitute an advantage on condition that customers have a connection to the country or region and associate the corresponding wine with the region.…”

“…Despite the theory's popularity in academia and the large research output it must be noted, that previous studies on the country of origin effect are mainly concerned with the investigation of a country image as a homogeneous national construct (Profeta 2006). More recent studies, however, indicate that regional differences and tendencies exist in the images of a country and that these have an influence on the perception of a product (Orth et al 2005;Latusi et al 2018). In this connection, the aim of this study is to contribute to an understanding of regional disparities in country image, by assessing how different image components of regions and their respective economy influence consumer behaviour.…”

Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

“…Although previous studies have primarily focused on investigating country-of-origin image as a homogeneous national construct, recent research has shown that regional differences and tendencies exist in a country’s image, which can significantly influence how people perceive products from that country [ 8 , 9 ]. According to Šapić et al [ 10 ], the concept of "country of origin image" is one of the most studied concepts by social scientists, which emerged from manufacturers’ decision to internationalize their business operations and offer their products in foreign markets.…”