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JWE-Articles
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Journal of Wine Economics Volume 12 | 2017 | No. 4 | Selected Proceedings
»
Exploring the Influence of Regional Brand Equity in an Emerging Wine Sector

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

Bonnie Canziani & Erick T. Byrd
JEL Clasification: L66, L83, M31
Pages: 370-377
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. SPSSTM and SmartPLSTM 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.

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