The relevance and irrelevance of the brand for small and medium wine enterprises

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

Abstract

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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright in all accepted contributions to the Journal will be vested in the Small Enterprise Association of Australia and New Zealand.
Depositing User: Dr Karen Miller
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 16 Jan 2010 11:06
Last Modified: 23 Nov 2011 00:24
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
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/6596

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