Quality signals in wine marketing: the role of exhibition awards

By U. Orth, P. Krŝka. 2001

157 citations recorded by the source corpus.

Wine producers have their products evaluated at various wine exhibitions for the purpose of receiving awards that can be displayed on the bottles. This contribution introduces an approach to estimate optimal prices for wine exhibition awards. A case study has been employed in cooperation with a major Czech wine company to investigate the practical usefulness of the method. Estimating the relative importance of selected wine exhibitions as award origins and determining the partial utilities of selected awards (medals) is based on a conjoint experiment. Price equivalents and markups can be derived based on consumer preferences.

Subfields: Economics and Econometrics, Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/b3162320fcf38b966b42b93d12d4ecfa581d15b5

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

1. U. Hamm
2. Isabel Schäufele
3. Sandra Rousseau
4. Rong-Da Liang

In Marketing

1. U. Hamm
2. Isabel Schäufele

In Tourism, Leisure and Hospitality Management

1. U. Hamm
2. Isabel Schäufele
3. Sandra Rousseau
4. Rong-Da Liang

Citations in the corpus

• Organic wine purchase behaviour in Germany: Exploring the attitude-behaviour-gap with data from a household panel (2018, background): “Moreover, variety (Gustafson, Lybbert, & Sumner, 2016), price (Panzone, 2014) brand (Drennan et al., 2015), packaging/labelling (Mueller Loose & Szolnoki, 2012) and quality awards (Orth & Krška, 2001) were found to be relevant wine attributes for consumers’ purchase decisions.”