While working on my master’s degree in Australia I had the opportunity to write on a topic that has fascinated me for years, i.e., regional branding. I proposed a new study to research consumer attitudes on the subject in 2006. The response was tremendous and yielded some very useful data. I began publishing the conclusions in a series of papers with Dr. Johan Bruwer at the University of Adelaide’s Wine Business Program. The final paper in that series will be published later this year in the Journal of Consumer Marketing.
Nearer to home I have continued to work on regional branding at the invitation of Dr. Thomas Atkin at Sonoma State’s Wine Business Institute, contributing to several papers based on his recent research data.
Below are links to the previously published articles, some of which are still available.
‘Balancing Regionality with American Viticultural Areas’, Practical Winery & Vineyard, 2009 January/February PRACTICAL
‘The Balancing Act Between Regionality and American Viticultural Areas’, Journal of Wine Research, 2008 Vol. 18 (3) JOURNAL OF WINE RESEARCH
‘Consumer Impressions of Sonoma and its Appellations’, Vineyard & Winery Management, 2007 November/December VINEYARD & WINERY
‘Perceived Wine Quality and Regional Brand Image – The Consumer Perspective’, International Journal of Wine Business Research, 2007 Vol. 19 (4) IJWBR
Later this year you will see the following articles published:
‘Appellation as an Indicator of Quality’, International Journal of Wine Business Research, late 2009
‘Place-based Marketing and Regional Branding Strategy Perspectives in the California Wine Industry’, Journal of Consumer Marketing, 2009 Vol. 26 (7)
