The relevance and irrelevance of the brand for small and medium wine enterprises
Article
Article Title | The relevance and irrelevance of the brand for small and medium wine enterprises |
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ERA Journal ID | 36108 |
Article Category | Article |
Authors | Miller, Karen (Author) and Chadee, Doren (Author) |
Journal Title | Small Enterprise Research |
Small enterprises research: the journal of SEAANZ | |
Journal Citation | 16 (2), pp. 32-44 |
Number of Pages | 12 |
Year | 2008 |
Place of Publication | Hamilton, New Zealand |
ISSN | 1175-0979 |
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. |
Keywords | wine consumer behaviour; positioning strategy;SMEs; brand strategy; integrated marketing communications |
ANZSRC Field of Research 2020 | 350602. 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 Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9z6z9/the-relevance-and-irrelevance-of-the-brand-for-small-and-medium-wine-enterprises
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