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Does brand influence wine purchase?

conference contribution
posted on 2008-01-01, 00:00 authored by Doren Chadee, K Miller
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.

History

Event

Australian and New Zealand Academy of Management Conference (22nd : 2008 : Auckland, New Zealand)

Pagination

1 - 16

Publisher

Promaco Conventions

Location

Auckland, New Zealand

Place of publication

[Canning Bridge, W.A.]

Start date

2008-12-02

End date

2008-12-05

Language

eng

Publication classification

E1.1 Full written paper - refereed

Title of proceedings

ANZAM 2008 : Managing in the Pacific century : Proceedings of the Australian and New Zealand Academy of Management conference

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