Title: Effects of critical brand elements on wine purchasing behaviour in the Mexican market

Authors: Lucía Fernández Reyes; Rajagopal

Addresses: Department of Studies in Management Sciences, EGADE Business School, Tecnológico de Monterrey, Calle del Puente 222, Colonia Ejidos de Huipulco, Tlalpan 14380, Mexico ' EGADE Business School, Tecnológico de Monterrey, Calle del Puente 222, Colonia Ejidos de Huipulco, Tlalpan 14380, Mexico

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.

Keywords: place of origin branding; wine attributes; Mexican consumers; critical brand elements; purchasing behaviour; Mexico; wine branding; wine marketing; destination branding.

DOI: 10.1504/IJBCG.2014.060310

International Journal of Business Competition and Growth, 2014 Vol.3 No.3, pp.189 - 212

Received: 15 Jul 2013
Accepted: 20 Sep 2013
Published online: 31 May 2014 *

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