Miller, Karen and Chadee, Doren (2008) The relevance and irrelevance of the brand for small and medium wine enterprises. Small enterprises research: the journal of SEAANZ, 16 (2). pp. 32-44. ISSN 1321-5906
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Given the proliferation of wine brands, developing a brand without understanding its impact on wine choice is risky business; particularly for SMEs with limited financial resources.This paper fills an important gap in the wine marketing literature, particularly as it relates to SMEs in the sector, by investigating the effect of the brand on wine choice. Surveying a range of wine consumers, it was found that while the brand was relevant in wine choice the weighted importance of the brand elements changed across consumption situations. This novel finding should assist SMEs to grow their business beyond the traditional cellar door.
|Item Type:||Article (Commonwealth Reporting Category C)|
|Additional Information:||Copyright in all accepted contributions to the Journal will be vested in the Small Enterprise Association of Australia and New Zealand.|
|Uncontrolled Keywords:||wine consumer behaviour; positioning strategy;SMEs; brand strategy; integrated marketing communications|
|Fields of Research (FOR2008):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development|
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150314 Small Business Management
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Socio-Economic Objective (SEO2008):||B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
|Deposited On:||16 Jan 2010 21:06|
|Last Modified:||23 Nov 2011 10:24|
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