Abstract
A Maori-owned wine company in New Zealand asked us: “What does a Maori brand name mean to wine consumers?” We had to admit that we did not know the answer to this question, and we could not find one in academic literature either.
This led to the formation of a project team to a) categorize the wine brand names in New Zealand, and b) examine consumer perceptions of these brand name categories in terms of quality, price, purchase intentions and ability to pronounce and ask for the brand by name.
This led to the formation of a project team to a) categorize the wine brand names in New Zealand, and b) examine consumer perceptions of these brand name categories in terms of quality, price, purchase intentions and ability to pronounce and ask for the brand by name.
| Original language | English |
|---|---|
| Pages | 1-7 |
| Number of pages | 7 |
| No. | August 2015 |
| Specialist publication | Practical Winery & Vineyard |
| Publication status | Published - Aug 2015 |
| Externally published | Yes |
Keywords
- Wine
- Brand names
- Consumer perceptions
- Quality