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Brand loyalty in the Australian wine industry

Bianchi, Constanza, Drennan, Judy, & Proud, William (2012) Brand loyalty in the Australian wine industry. In European Marketing Association Conference (EMAC 2012), 22-25 May 2012, Lisbon, Portugal.

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Abstract

Consumers are increasingly exposed to a wider range of wine brands as the industry is becoming vastly competitive. Using data from Australian wine consumers, the authors empirically test a model of antecedents of wine brand loyalty. The findings of this study show that wine knowledge and wine experience influence wine brand loyalty indirectly through wine brand trust and wine brand satisfaction. In addition, it is demonstrated that consumer satisfaction with a wine brand is the strongest driver of wine brand loyalty.

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335 since deposited on 04 Sep 2012
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ID Code: 53465
Item Type: Conference Paper
Keywords: wine, brand loyalty, trust, satisfaction, Australia
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 [please consult the author]
Deposited On: 05 Sep 2012 08:42
Last Modified: 06 Apr 2013 09:42

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