product line extensions from a successful label design. Originality/value – This research helps brand managers and packaging …

' reactions to the products both before and after evaluating the label and product packaging. Findings – Perceptions differed … significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the …

. Packaging and labeling are among those cues consumers use when choosing wines. The purpose of this paper is to better understand …

a strong preference for the most typical label. However, this preference decreases when the perceived risk associated … labelling, to what extent is it possible to differentiate a product in terms of design? The authors' results indicate that the …

Purpose – To explore the attributes of wine packaging that are enticing to consumers and the influence of age, gender … and income on the wine‐buying decision. Design/methodology/approach – To evaluate how wine packaging interplays with age … could include: comparing label configurations and bottle‐packaging choices with the situational use and sensory testing of …

case study about a leading firm is presented. Findings – The adoption of a new packaging concept may help traditional … willingness to pay for Italian wines in the USA. On the firms' side, it is important to understand wineries costs and organization … structure in order to evaluate the possibility of new packaging introduction. Understanding the dynamics of value innovation in …