Exploring brand associations in wine purchases
Abstract
The brand is increasingly being seen as the most valuable intangible asset for any organisation
and building the brand perception ranks as a top management priority in today’s market
(Robbins, 1996; Ailwadi and Keller 2004). The wine industry contributes significantly to
New Zealand’s economy and retailers are the final point at which manufacturers could
possibly influence consumers’ purchasing behaviour and attitude towards the brand (Thomas
2000). This research divides Christchurch wine consumers into European & non –European
ethnic segments and investigates the importance of brand associations for the wine consumer
with a focus on retail . Results show that the evaluation patterns and perceptions of wine
differ between ethnic groups, and have an impact on the consumer’s wine budget.... [Show full abstract]
Keywords
consumer decision making; wine marketing; brand image; primary and secondary brand associations; culture; ethnicity; consumer evaluationDate
2010-02Type
Conference Contribution - Published (Conference Paper)Collections
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