Antecedents of consumer brand loyalty in the Chilean wine industry
Bianchi, Constanza & Drennan, Judy (2013) Antecedents of consumer brand loyalty in the Chilean wine industry. In Strategic Management in Latin America Conference, 10-11 January 2013, Rio Hondo Campus, Mexico city, Mexico. (Unpublished)
The wine industry has become fiercely competitive worldwide, and consumers are increasingly exposed to a wider range of wines in retail outlets. Therefore, wineries need to develop and build consumer loyalty toward their brands. The authors empirically test a model of wine brand loyalty in a Latin American context which considers wine brand trust, brand satisfaction, wine knowledge and wine experience as antecedents. Hypotheses are tested with structural equation modeling (SEM). Findings show that wine experience is positively related to brand trust and brand satisfaction. In addition, results show that consumer satisfaction with a wine brand is the strongest driver of brand loyalty.
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|Item Type:||Conference Paper|
|Keywords:||Chile, Wine, Brand, Loyalty, Trust, Satisfaction|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2013 Please consult the authors|
|Deposited On:||02 Jul 2013 03:57|
|Last Modified:||02 Jul 2013 14:55|
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