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.
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.
Field of Research
159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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