posted on 2008-01-01, 00:00authored byDoren 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