Message on a bottle: the wine label's influence

摘要: Purpose – The choice facing a wine consumer is one of dizzying options with thousands brands available. Packaging and labeling are among those cues consumers use when choosing wines. purpose this paper to better understand the influence two variables design genre brand naming convention on perceptions by occasion. In particular, three types label conventions (traditional, contemporary, novelty) examined.Design/methodology/approach A 3*3 (three versions visual conventions) factorial was used expose participants set variations. Participants viewed labels online at www.ratethelabel.com then completed web‐based survey designed measure name perceptions, purchase intent occasion, relative importance factors affecting choice.Findings Despite popularity ...