The relevance and irrelevance of the brand for small and medium wine enterprises

Miller, Karen and Chadee, Doren 2008, The relevance and irrelevance of the brand for small and medium wine enterprises, Small enterprise research, vol. 16, no. 2, pp. 32-44, doi: 10.5172/ser.16.2.32.

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Title The relevance and irrelevance of the brand for small and medium wine enterprises
Author(s) Miller, Karen
Chadee, DorenORCID iD for Chadee, Doren
Journal name Small enterprise research
Volume number 16
Issue number 2
Start page 32
End page 44
Total pages 13
Publisher Institute of Industrial Economics, University of Newcastle
Place of publication Callaghan, N. S. W.
Publication date 2008-12
ISSN 1321-5906
Keyword(s) wine consumer behaviour
positioning strategy
brand strategy
integrated marketing communications
Summary Given the proliferation of wine brands, developing a brand without understanding its impact on wine choice is a 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 businesses beyond the traditional cellar door.
Language eng
DOI 10.5172/ser.16.2.32
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 C1.1 Refereed article in a scholarly journal
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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