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

Article


Miller, Karen and Chadee, Doren. 2008. "The relevance and irrelevance of the brand for small and medium wine enterprises." Small Enterprise Research. 16 (2), pp. 32-44.
Article Title

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

ERA Journal ID36108
Article CategoryArticle
AuthorsMiller, Karen (Author) and Chadee, Doren (Author)
Journal TitleSmall Enterprise Research
Small enterprises research: the journal of SEAANZ
Journal Citation16 (2), pp. 32-44
Number of Pages12
Year2008
Place of PublicationHamilton, New Zealand
ISSN1175-0979
1321-5906
Web Address (URL)http://wms-soros.mngt.waikato.ac.nz/nr/ser/docs/JOURNAL-Vol16.pdf
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.

Keywordswine consumer behaviour; positioning strategy;SMEs; brand strategy; integrated marketing communications
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350716. Small business organisation and management
Public Notes

Copyright in all accepted contributions to the Journal will be vested in the Small Enterprise Association of Australia and New Zealand.

Byline AffiliationsSchool of Management and Marketing
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