Does brand influence wine purchase?
Paper
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) |
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 | 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008) |
Event Details | Rank C C C C |
Event Details | 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008) Parent Australian and New Zealand Academy of Management Conference Delivery In person 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 | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yy19/does-brand-influence-wine-purchase
Download files
2152
total views677
total downloads3
views this month0
downloads this month