Does brand influence wine purchase?
Paper
Miller, Karen W. and Chadee, Doren. 2008. "Does brand influence wine purchase?" Wilson, Marie (ed.) ANZAM 2008: Managing in the Pacific Century. Auckland, New Zealand 02 - 05 Dec 2008 Canning Bridge, Western Australia.
Paper/Presentation Title | Does brand influence wine purchase? |
---|---|
Presentation Type | Paper |
Authors | Miller, Karen W. (Author) and Chadee, Doren (Author) |
Editors | Wilson, Marie |
Journal or Proceedings Title | Proceedings of the 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008) |
ERA Conference ID | 76593 |
Number of Pages | 16 |
Year | 2008 |
Place of Publication | Canning Bridge, Western Australia |
ISBN | 1863081496 |
Web Address (URL) of Paper | http://wms-soros.mngt.waikato.ac.nz/NR/exeres/3F23F6E5-DC03-4FD0-A610-C54F3FB933A4.htm |
Conference/Event | ANZAM 2008: Managing in the Pacific Century |
Australian and New Zealand Academy of Management Conference | |
Event Details | Australian and New Zealand Academy of Management Conference ANZAM Rank C C C C |
Event Details | ANZAM 2008: Managing in the Pacific Century Event Date 02 to end of 05 Dec 2008 Event Location Auckland, New Zealand |
Abstract | 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. |
Keywords | consumer behaviour; positioning strategy; brand management; market research; integrated marketing communications |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
520402. Decision making | |
350606. Marketing research methodology | |
Public Notes | No evidence of copyright restrictions on web site. |
Byline Affiliations | School of Management and Marketing |
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https://research.usq.edu.au/item/9yy19/does-brand-influence-wine-purchase
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