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Università della Svizzera italiana

Auditing the identity of regional wine brands : the case of Swiss Merlot Ticino

Zamparini, Alessandra ; Lurati, Francesco ; Illia, Laura G.

In: International journal of wine business research, 2010, vol. 22, no. 4, p. 386-405

Purpose – The purpose of this paper is to propose a method by which to audit winemakers’ communication of regional wine brands and to illustrate the method’s conceptual basis through its empirical application to the Swiss wine Merlot Ticino. Design/Methodology/Approach – The audit is comprised of two parts: one captures producers’ intentions regarding the communication of the regional...