Consumer perceptions of wine brand names

Abstract

Purpose: The purpose of this study was to categorise wine brand names and examine consumer perceptions of these categories in terms of quality and price, as well as their purchase intentions, ability to pronounce and comfort in asking for the brand name in a store or restaurant. Design/methodology/approach: This study provided examples from seven wine brand name categories to respondents via an online questionnaire. Findings: This paper provides evidence that a brand name, in the absence of other product information, influences consumer perceptions of quality and price, and their purchase intentions.