Antecedents of consumer brand loyalty in the Australian wine industry
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The wine industry has become fiercely competitive worldwide and as a result, consumers are increasingly exposed to a wider range of wines in retail outlets. This expanding consumer choice means that there is a need for Australian wineries to develop and build consumer loyalty toward their brands. This paper aims to empirically examine the factors influencing consumer loyalty to wine brands. Using data from Australian wine consumers, the authors empirically test a model of antecedents of wine brand loyalty. The model considers wine brand trust, wine brand satisfaction, wine knowledge, and wine experience. Hypotheses were tested with structural equation modeling. The findings of this study show that wine knowledge and wine experience affect 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. The result of this study has value for Australian wineries, wine retailers, and wine marketers.
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|Item Type:||Journal Article|
|Additional Information:||Published online: 04 Mar 2014|
|Keywords:||Australia, brand, satisfaction, trust, wine|
|Subjects:||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 2014 Taylor & Francis|
|Copyright Statement:||This is an Author's Accepted Manuscript of an article published in Journal of Wine Research [2014 (In Press)] [copyright Taylor & Francis], available online at: http://www.tandfonline.com/10.1080/09571264.2014.888650|
|Deposited On:||31 Mar 2014 22:21|
|Last Modified:||08 Dec 2014 02:47|
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