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dc.contributor.authorGhose, Kamalen
dc.date.accessioned2011-03-30T22:41:15Z
dc.date.issued2010-02en
dc.identifier.citationGhose, K. (2010). Exploring brand associations in wine purchases. 5th International Academy of Wine Business Research Conference, 8‐10 Feb. 2010, Auckland, NZ. Academy of Wine Business Research.en
dc.identifier.urihttps://hdl.handle.net/10182/3404
dc.description.abstractThe 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.en
dc.format.extent1-10en
dc.language.isoenen
dc.publisherLincoln University. Faculty of Commerce. Department of Business Management, Law and Marketing.en
dc.relationThe original publication is available from - Lincoln University. Faculty of Commerce. Department of Business Management, Law and Marketing.en
dc.rightsCopyright © The Authoren
dc.sourceProceedings from the 5th International Conference of the Academy of Wine Business Researchen
dc.subjectconsumer decision makingen
dc.subjectwine marketingen
dc.subjectbrand imageen
dc.subjectprimary and secondary brand associationsen
dc.subjectcultureen
dc.subjectethnicityen
dc.subjectconsumer evaluationen
dc.titleExploring brand associations in wine purchasesen
dc.typeConference Contribution - Published
lu.contributor.unitLincoln Universityen
lu.contributor.unitFaculty of Agribusiness and Commerceen
lu.contributor.unitDepartment of Agribusiness and Marketsen
pubs.finish-date2010-02-10en
pubs.organisational-group/LU
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/AGMK
pubs.publication-statusPublisheden
pubs.start-date2010-02-08en
lu.subtypeConference Paperen


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