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Using Involvement and Brand Equity to Develop a Wine Tourism Strategy

Larry Lockshin (University of South Australia, Australia)
Tony Spawton (University of South Australia, Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 2001

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Abstract

Wine tourism is a major public relations medium and for many wineries a major source of revenue. This article uses theories of brand equity to develop cellar door strategies. These theories are supported by previous research into product involvement with wine, which shows that high and low involvement wine buyers behave differently. The two segments must be catered for differently if a winery is to build its overall reputation and brand equity. Wineries can enhance their long‐term market‐based assets through building customer relationships at cellar door. Strategies and examples are provided.

Keywords

Citation

Lockshin, L. and Spawton, T. (2001), "Using Involvement and Brand Equity to Develop a Wine Tourism Strategy", International Journal of Wine Marketing, Vol. 13 No. 1, pp. 72-81. https://doi.org/10.1108/eb043371

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MCB UP Ltd

Copyright © 2001, MCB UP Limited