How to Promote Quality Perception in Wine Markets: Brand Advertising or Geographical Indication?

Date
2006-08-01
Authors
Yue, Chengyan
Marette, Stéphan
Beghin, John
Beghin, John
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Research Projects
Organizational Units
Journal Issue
Series
Department
Center for Agricultural and Rural Development
Abstract

In the context of the wine industry, we investigate producers' choice between geographical indications and brand advertising to convey information to consumers. Producers also decide whether or not to select an effort level for improving the quality of their products. We show that if this effort level is selected, a producer will prefer to rely on brand advertising for promoting its products and setting up its own reputation. Despite allowing the cost of promotion to be shared, a geographical indication does not sufficiently reward the effort to improve quality. Finally, the selection of both instruments by producers is examined.

Comments
Description
Keywords
Citation
DOI
Source
Collections