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.
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.
| Original language | English |
|---|---|
| Number of pages | 11 |
| Publication status | Published - Jun 2013 |
| Externally published | Yes |
| Event | Academy of Wine Business Research 7th International Conference: Wine Enrichment through Experience - Brock University, St Catharines, Canada Duration: 12 Jun 2013 → 15 Jun 2013 Conference number: 7th http://www.academyofwinebusiness.com/2013/ |
Conference
| Conference | Academy of Wine Business Research 7th International Conference |
|---|---|
| Country/Territory | Canada |
| City | St Catharines |
| Period | 12/06/13 → 15/06/13 |
| Internet address |
Keywords
- Wine
- Brand names
- Consumer perceptions
- Quality
- Price