Miller, Karen W. and Chadee, Doren (2008) Does brand influence wine purchase? In: ANZAM 2008: Managing in the Pacific Century, 2-5 Dec 2008, Auckland, New Zealand.
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Given the proliferation of brands in the wine market, positioning a wine on the basis of its brand is becoming a priority for winemakers. However, developing a brand without understanding its impact on purchase is risky business. This study investigates the influence of the brand on wine purchase. The results indicate that the connoisseur is more likely to rely on the brand in wine purchase. Whereas the aspirational consumer is less likely to be influenced by the brand; and more likely to make wine purchase decisions on the basis of the label design and perceived personality.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No evidence of copyright restrictions on web site.|
|Uncontrolled Keywords:||consumer behaviour; positioning strategy; brand management; market research; integrated marketing communications|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Dr Karen Miller|
|Date Deposited:||20 Jan 2009 04:05|
|Last Modified:||02 Jul 2013 23:11|
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