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Title: Assessing brand personality associations of top of mind wine brands
Authors: Brochado, A.
Silva, R.
LaPlaca, P.
Keywords: Brand management
Survey research
Issue Date: 2015
Publisher: Emerald Group Publishing Ltd.
Abstract: Purpose The objective of this study is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organize brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top of mind green wine brands. Findings Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top of mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications The results of the present study could be beneficial for academics and practitioners, since it reveals that the top of mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
Description: WOS:000357392000004 (Nº de Acesso Web of Science)
Peer reviewed: Sim
ISSN: 1751-1062
Publisher version: The definitive version is available at:
Appears in Collections:BRU-RI - Artigo em revista científica internacional com arbitragem científica

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