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 TypePaper
AuthorsMiller, Karen W. (Author) and Chadee, Doren (Author)
EditorsWilson, Marie
Journal or Proceedings TitleProceedings of the 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008)
ERA Conference ID76593
Number of Pages16
Year2008
Place of PublicationCanning Bridge, Western Australia
ISBN1863081496
Web Address (URL) of Paperhttp://wms-soros.mngt.waikato.ac.nz/NR/exeres/3F23F6E5-DC03-4FD0-A610-C54F3FB933A4.htm
Conference/EventANZAM 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.

Keywordsconsumer behaviour; positioning strategy; brand management; market research; integrated marketing communications
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
520402. Decision making
350606. Marketing research methodology
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Byline AffiliationsSchool of Management and Marketing
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