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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.

Wine Marketing: Consumer Persuasion through the Region of Origin