SSU Students to Present Diversity's Impact on Wine Brand Equity at CSU Research Competition
ROHNERT PARK, CA (April 27, 2023) – Sonoma State University (SSU) is proud to announce that School of Business and Economics students Ricardo Reyes, Gabriela Fleischman, Natali Luevano, and Ninoska Gonzalez, under the guidance of Dr. Inhaeng Jung, have been selected to present their research project, "Impact of Diversity on Perceived Brand Equity and Wine Quality," at the 37th Annual California State University Systemwide Student Research Competition.
The California State University Student Research Competition celebrates research achievements from 23 campuses.This prestigious event recognizes outstanding student accomplishments through expert judging of oral presentations and written abstracts. Participants can win up to $500 for first place and $250 for second place in their respective sessions.
Guided by Dr. Inhaeng Jung, their research project investigates the influence of occupational stereotypes in the wine industry on consumers' perceptions of brand equity and wine quality. It explores the relationship between warmth and competence in occupational stereotypes and their potential impact on brand equity and perceived wine quality. The project consists of two studies using the framework of the stereotype content model (SCM).
The first study examines existing occupational stereotypes in various wine industry occupations, while the second study explores how these stereotypes influence consumers' perceptions of brand equity and wine quality. The research findings have the potential to promote diversity and equity in the wine industry, helping to create a more sustainable and competitive environment.
"I am incredibly proud of our student researchers for their insightful exploration of occupational stereotypes in the wine industry and their influence on brand equity and wine quality. Their work contributes to our understanding of the importance of diversity and inclusion in shaping consumer perceptions, ultimately fostering a more sustainable and competitive industry" said, Dr. Jung.
"We're thrilled by our students' innovative research on diversity's impact on the wine industry. Their success reflects our School of Business and Economics' commitment to purpose-driven leadership and an inclusive learning environment. Their findings will undoubtedly foster a more sustainable and competitive wine industry." said, Dr. Mike Visser, Dean, School of Business and Economics.
Sonoma State University congratulates Ricardo Reyes, Gabriela Fleischman, Natali Luevano, and Ninoska Gonzalez on their impressive accomplishment and wishes them success.
About Sonoma State University & School of Business and Economics
Founded in 1961, Sonoma State University fosters intellectual growth, leadership, and technological proficiency in a diverse, inclusive community. The School of Business and Economics (SBE) is a leading institution in the San Francisco Bay Area, emphasizing global preparedness, sustainable business, diversity, and social justice. Recognized as one of the top 50 public universities, SSU offers purpose-driven leadership in a collaborative learning environment. Learn more at http://news.sonoma.edu/ and www.sbe.sonoma.edu.