| Autor: |
Latusi, Sabrina, Zerbini, Cristina, Maestripieri, Silvia, Luceri, Beatrice |
| Jazyk: |
angličtina |
| Rok vydání: |
2017 |
| Předmět: |
|
| DOI: |
10.22004/ag.econ.260904 |
| Popis: |
The purpose of the study was to examine the effectiveness of the communication of the region of origin 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 participant’s attitude towards the advertisement and purchase intention. Results provide empirical support to the appropriateness of highlighting the geographical area by combining textual – pictorial cues to induce a positive attitude towards the advertisement and purchase intention in consumers. The paper has useful implications for both marketing academics and professionals. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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