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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.


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