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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: etbyrd@uncg.edu.
*
e-mail: bmcanzia@uncg.edu (corresponding author).
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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 

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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.

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