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The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity

Author

Listed:
  • Marc Dressler

    (Department of Viticulture and Oenology, FB Entrepreneurship, University of Ludwigshafen, 67435 Ludwigshafen, Germany)

  • Ivan Paunovic

    (Rural Region Service Centre (DLR) Rheinpfalz, 67435 Neustadt an der Weinstraße, Germany)

Abstract
The reported research examines the impact of product portfolio labeling strategies on brand reputation and equity. A netnographic approach allowed to observe winery portfolio labeling approaches and create a typology of winery labeling strategies. Expert evaluation served to assess the dependent variable brand equity by deploying a regression analysis. For the observed wine industry, being part of the food industry, creating consistent and recognizable brands has a direct relevance for reducing (sustainability-related) food information overload and thereby building sustainable brand equity. The results uncover the relative importance of each of the six identified labeling strategies as well as their impact on reputation and brand equity creation. The results point to the need to establish a consistent, strategically founded product communication. Such an approach, with a positive effect on reputation building can serve to build sustainable brand equity. “Stuck in the middle”-type strategies apparently diminish winery brand equity exploitation. The findings contribute to the knowledge on food labels in product communication strategies and their impact on organizational brand equity, thereby having high relevance for the implementation of environmental certification initiatives in an organizational context. The article deploys a novel research approach in an under-researched area to provide new insights for further research as well as implications for practice.

Suggested Citation

  • Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1400-:d:489284
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    References listed on IDEAS

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    Cited by:

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    2. Jun Sun & Ying Zhao & Suchun Wu & Yang Zhou, 2023. "How Entrepreneurial Self-Efficacy Promotes Part-Time Entrepreneurial Behavior: The Moderating Role of Entrepreneurial Resources," Sustainability, MDPI, vol. 15(17), pages 1-21, August.
    3. Marc Dressler & Ivan Paunovic, 2021. "Not All Wine Businesses Are the Same: Examining the Impact of Winery Business Model Extensions on the Size of Its Core Business," Sustainability, MDPI, vol. 13(18), pages 1-16, September.

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