Purpose- 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 …

claim. This reveals evidence of absence of consistent qualities or characteristics in ‘Prosecco’ wine. The article … must rest solely upon the concept of ‘reputation’ for its legitimacy. Moreover, the approach taken by this article can be …