Effects of critical brand elements on wine purchasing behaviour in the Mexican market
by Lucía Fernández Reyes; Rajagopal
International Journal of Business Competition and Growth (IJBCG), Vol. 3, No. 3, 2014

Abstract: This work presents a research proposal on consumers of wine in Mexico. The research will focus on the impact of brand attributes on the buying behaviour of consumers in Mexico. There is a paucity of studies on wine branding and generally on place of origin branding typically associated with wine marketing with reference to Mexico. The extension of the advances of wine research to this country will contribute to identifying key marketing drivers in symbolic markets and the effectiveness of destination branding amid product and brand stimuli interference.

Online publication date: Sat, 31-May-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Competition and Growth (IJBCG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com