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.
Highlights
The link between a geographical area and a food product has different meanings for consumers
The cell means and standard deviations of the variables of interest are reported in Table 1 with reference to attitude towards the advertisement and purchase intention as dependent variables
The ANOVA test showed a significant difference among the groups (F(2,297) = 3.828, p
Summary
The link between a geographical area and a food product has different meanings for consumers. The aim of the European GI scheme is to offer strategic opportunities to local productive systems with a strong cultural and natural heritage associated with product quality attributes (Boyazoglu, 1999; Türkekul, Günden, Abay, & Miran, 2010; Sanz-Cañada & Muchnik, 2011) These regulations partially explain the difference between the “Old World” and the “New World”, widely recognized in the literature (Balestrini & Gamble, 2006; Anna Guidry et al, 2009; Lockshin & Corsi, 2012; Bruwer & Buller, 2013; Moulard, Babin, & Griffin, 2015). “New World” producers (Australia, USA, South America and Eastern Europe) have not long-established history of wine production and, even if they produce good quality wine, they employ practices forbidden by some European regulations, notably those in France, which is the world's leading producer and consumer of quality wines (Balestrini & Gamble, 2006)
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