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Exploring the Influence of Regional Brand Equity in an Emerging Wine Sector*

Abstract We measure the effects of consumer-perceived regional brand equity on future intentions toward regional wine purchases and winery visits for U.S.-based North Carolina (NC) wines. Visitor data were collected at 23 regional wineries, including demographics, motives, and perceptions of and intentions toward NC wines. SPSS™ and SmartPLS™ were employed in analyzing the model presented. Knowledge and regional wine brand equity influence wine consumer motives, which in turn affect intentions. Product-centered motives were more important than experience motives for visiting regional wineries. (JEL Classifications: L66, L83, M31)