AAWE, Economics Dept, New York University, 19 W 4th St, 6Fl., New York NY 10012aawe@wine-economics.org

AAWE Working Paper No. 102 – Economics


Location illusion in the wine market: The eroding effect
of word-of-moutho n the regional reputation premium

Omer Gokcekus and Dennis Nottebaum


We develop a model to examine the relationship between initial wine prices, regional reputation and bottle quality, as well as the potential impact of a word-of-mouth effect, particularly via online social wine networks on price discounts. Regression estimation results based on this model provide empirical evidence to support the existence of a premium attached to bottle quality and regional reputation in setting initial prices. Moreover, we find a significant positive effect of regional reputation on discount rates, which indicates the existence of a word-of-mouth effect and its eroding effect on the regional reputation premium.

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