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Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n-price auction experiment during the online purchase of fresh agricultural products. The purpose of this paper is to evaluate the two WTPP, compare their differences, and explore their sustainability.

Data were collected in July–August 2020 from a sample of 310 consumers in Liaoning Province, China. A nonhypothetical random n-price auction experiment was implemented in a simulated online shopping environment.

The results show that WTPP exists, and WTPP level of regional brand labels is higher than that of enterprise brand labels. Consumers' WTPP is sustainable. Consumers with low WTPP for enterprise brand labels and consumers with high WTPP for regional brand labels have stronger willingness to repurchase.

The results have direct practical implications for developing brand agriculture and encouraging “brand consumption”. The results can provide theoretical reference for policymakers, enlightenment for the development and effective dissemination of agricultural brand labels and important information to e-retailers on how to sale agricultural products with agricultural brand labels.

To the best of the authors' knowledge, no previous study has related WTPP and its sustainability for agricultural brand labels in China. We try to fill a gap in literature on consumers' WTPP for agricultural brand labels. And the authors explore the sustainability of WTPP by analyzing the impact of WTPP on repurchase intention and recommendation intention respectively.

Rooted in the social identity theory (SIT), the study analysed the effect of consumer ethnocentrism as well as other factors on the purchase of labelled regional agricultural products together with the readiness to purchase the labelled regional products at a premium price in Germany.

The determinants of the consumption of labelled regional agricultural products and the readiness to pay a premium price for the same in Southwestern Germany were analysed via both probit and ordered probit regressions, respectively.

Consumer ethnocentrism influences the purchase of labelled regional agricultural products as well as the readiness to purchase at a premium price. Also, consumer socioeconomic and product characteristics and knowledge and perceived benefits of regional products had a divergent influence on the purchase and readiness to purchase labelled regional agricultural products at a premium price.

In terms of limitation, even though the sample size was proper, it could be improved in other studies to validate the findings. Also, the study was limited to a limited number of counties in Southwestern Germany; hence future studies could explore a more extensive geographical space within the region.

The results can serve as a good source of information for improving the marketing of regional agricultural products. This study recommends that regional producers and marketers brand regional products with the region's name to capitalise on consumers' ethnocentric tendencies in the region. Further, regional products have to be sold in places where consumers with a certain degree of ethnocentrism are present. Results provided by this study are commonly applicable for all products, regardless of the type and regional origin, so that product-specific studies are no longer necessary, which reduces redundancy and marketing research costs, which are difficult to bear for small producers.

Germany has benefited immensely from the boom of regional marketing in Europe. Likewise, in Southwestern Germany, there is a growing interest in the production and marketing of regional products. As a result, several studies have investigated the factors influencing the purchasing of regional products in Germany. Nevertheless, literature and studies on the effect of ethnocentrism on the purchasing of regional agricultural products in Southwestern Germany are scanty.

Today′s high‐technology, global marketing environment has made consumer product information available across national boundaries. Explores how six multinational consumer product firms (Colgate‐Palmolive, Kraft GF, Nestlé, Procter & Gamble, Quaker Oats and Unilever) maintain, change or adapt different brand names for identical or similar products. Field research was conducted in supermarkets, medium‐sized grocery stores, department stores and drug stores from 1993‐1995 in 67 countries on five continents. Brand and country data were utilized to identify global, regional, spillover and single country brands. Additional information was collected on country of origin as well as point of sale. Product and brand distribution were analyzed by firm and product type. Less than 1% of brands were global brands (those found in 90% or more of the countries surveyed). Procter & Gamble has the most global brands, with 8% of the brands studied distributed in 50% or more of the countries. The majority of brands (50‐72%) are available in three or fewer countries.

Examines and compares wine attribute preferences within and between two different Spanish regions, Aragón and Navarra, by means of the weighted least squares approach for conjoint analysis. Uses three attributes in the conjoint design: price, origin and grape vintage year. Among these attributes, Navarra consumers assigned more importance to the origin of the wine, followed by price and grape vintage year. Aragón consumers also considered origin as the most important attribute, followed, in this case, by grape vintage year and price. Comparing the different attribute levels, consumers from Aragón preferred locally produced and cheaper wines, while consumers from Navarra preferred Rioja and more expensive wines. Identifies and characterizes four wine consumer segments. Describes how a market simulation experiment was designed to simulate market shares of three alternative wine profiles.

Consumers make numerous decisions about product purchases and these are influenced by internal and external factors. Manufacturer influence over some external elements can occur through packaging. In wine marketing, packaging and labels assume undeniable influence with packaging forming an integral part of any wine's promotion and consumption. This article reviews New Zealand's wine market against limited available consumer research. The retail environment, segmentation, motives and influences are also examined prior to an elaboration of wine packaging that focuses on labels. It is concluded that New Zealand's wine industry is currently attracted to lucrative export markets and may be limiting its efforts on the home front. The home market, capable of expansion, will require a concentrated consumer research effort aimed at identifying the impact of label perceptions on consumer purchases. Such research ultimately should assist both domestic and international marketing activities.

The purpose of this paper is to explore different levels of place‐based marketing in the form of region of origin strategies used by wineries in their branding efforts. The overall aim is to obtain insights into wine consumer dynamics such as product involvement level, consumption frequency and differences between segments on the basis of gender and age from a regional branding perspective.

Data collection took place by means of a highly‐structured online survey of wine consumers across the USA. The request to participate was directed to legal wine drinking age people of 21 years and older to 9,922 e‐mail boxes that yielded a response rate of 5.7 percent, finally resulting in 570 usable surveys.

Consumers used regional branding cues, information and images in their assessment and valuation of comparative wine labels. Almost without exception, the addition of regional information on a wine label increased consumer confidence in the quality of the product.

Any follow‐on work to the study should also include a broader sampling of consumer types throughout the USA and comparisons made with the study to assess the validity of generalising the results here.

Regional branding efforts should be targeted at high wine product involvement consumers rather than their low involvement counterparts, as high involvement consumers are likely to be more influenced by brand‐based cues.

The paper is of value to academic readers, wine industry practitioners and regional trade and tourism associations and other commercial entities that market their products with regional branding cues.

The overall aim of this study is to examine the regional brand image of selected California wine regions and the effect of that image on consumers' quality perceptions when included on wine labels. It also seeks to examine the importance of regional brand image with respect to information other than place‐of‐origin provided on the wine labels. Finally, the study seeks to define consumer preference for selected California wine regions, with a deeper look at Sonoma, and their preference for appellations within those regions.

Data collection took place by means of a highly‐structured online survey of male and female wine consumers, during a two‐week period in May 2006 across the USA. The sample was limited to two groups of wine consumers who are the recipients of monthly and quarterly wine newsletters respectively. The request to participate was directed to 9,922 e‐mail boxes that yielded a response rate of 5.7 percent, finally resulting in 570 usable surveys.

The perceived quality of a wine region raises the quality expectation of the sub‐regions or appellations within that region. This was especially evident in the case of Sonoma County. The wine region is the most important information to predict quality on wine labels. Almost without exception, the addition of regional information on a label increased consumer confidence in the quality of the product. The ever‐increasing number of American viticultural areas (AVAs) results in a fragmented offering in terms of the place‐of‐origin marketing strategy to consumers and is not desirable.

The research suggests that a wine regional brand image is multi‐dimensional in nature and that many, in fact, most individual AVAs have weak regional brand strength when compared with the high equity ones such as Napa Valley and Sonoma. These findings are, however, tentative as the study was conducted only in the USA and largely among California residents with a relatively high wine involvement level. These issues warrant further investigation.

This paper is of value to academic readers, wine industry practitioners and regional wine and/or tourism associations alike as it synthesises the importance of a wine's region of origin in the consumer wine‐buying process and the impact of place‐of‐origin as a wine marketing strategy.

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino.

The audit is comprised of two parts: one captures producers' intentions regarding the communication of the regional wine brand while the other determines what wineries actually convey through their formal communications. Data about intentions were collected through qualitative interviews and a survey of producers, while data on what wineries convey was based on a content analysis of wineries' communication materials.

The application of the audit to the brand Merlot Ticino shows that the proposed method provides several insights into the brand's personality, possible gaps between producers' intentions and actual communications, the potential target of the communication, the level of consistency of communication content and style, and the expressiveness of wineries in communicating the regional wine brands.

The content analysis adopted in this research focuses on formal communications issued by wineries. Adding oral contents and consumer perceptions would considerably improve the audit tool.

This paper provides winemaking regions with a useful tool with which to determine the effectiveness of their brand projections in the collective promotion of their regional wine brands. The paper is of value for academic research because it illustrates that results may be obtained in the wine brand field using methods traditionally used in corporate communication research, like projective techniques and communications audits.

This paper aims to examine the unique Chinese context by analyzing the city labels (e.g. smart city and eco city) used by Chinese local governments at or above the provincial capital level to represent themselves (adopted city labels) and the developmental pathways they actually pursued (adopted developmental pathways).

The authors compared the city brand choices to those anticipated based on their geographic and economic contexts (predicted city labels and developmental pathways) as well as the directives outlined in national planning documents (imposed city labels and developmental pathways). The authors identified ten main categories of city labels used to designate themselves and establish the frequency of their use based on municipal plan documents, economic and geographic data and national plan documents and policy reports, respectively.

The authors discovered that both local economic development and geographic factors, as well as top-down administrative influences, significantly impact city branding strategies in the 38 Chinese cities studied. When these models fall short in predicting adopted city labels and pathways, it is often because cities favor a service-oriented reputation over a manufacturing-focused one, and they prefer diverse, multifaceted industrial images to uniform ones.

The originality and value of this paper lie in its contribution to the academic literature on city branding by developing a predictive model for brand development at the municipal level, with explicit attention to the national-local nexus. The paper’s approach differs from existing research in the first cluster of city branding by not addressing issues of stakeholder involvement or adoption and implementation processes. Additionally, the paper’s focus on the political power dynamics at the national level and urban governance details at the municipal level provides a unique perspective on the topic. Overall, this paper provides a valuable contribution to the field of city branding by expanding the understanding of brand development and its impact on the socioeconomic environment.