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.... [Show full abstract]
Keywords
wine; brand names; consumer perceptions; quality; priceFields of Research
1505 MarketingDate
2013Type
Conference Contribution - published (Conference Paper)Collections
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