Does brand influence wine purchase?

Chadee, Doren and Miller, Karen W. 2008, Does brand influence wine purchase?, in ANZAM 2008 : Managing in the Pacific century : Proceedings of the Australian and New Zealand Academy of Management conference, Promaco Conventions, [Canning Bridge, W.A.], pp. 1-16.

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Title Does brand influence wine purchase?
Author(s) Chadee, Doren
Miller, Karen W.
Conference name Australian and New Zealand Academy of Management Conference (22nd : 2008 : Auckland, New Zealand)
Conference location Auckland, New Zealand
Conference dates 2-5 Dec. 2008
Title of proceedings ANZAM 2008 : Managing in the Pacific century : Proceedings of the Australian and New Zealand Academy of Management conference
Editor(s) [Unknown]
Publication date 2008
Conference series Australian and New Zealand Academy of Management Conference
Start page 1
End page 16
Total pages 16
Publisher Promaco Conventions
Place of publication [Canning Bridge, W.A.]
Keyword(s) consumer behaviour; positioning strategy; brand management; market research; integrated marketing communications
Summary 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.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30054443

Document type: Conference Paper
Collection: School of Management and Marketing
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