Symbolic and functional brand effects in the hedonic assessment of South African wines
Proceeding from work that identifies price as an extrinsic cue that can mediate between a wine’s perceived and intrinsic merit, the brand construct is presented as an additional potential mediator. Here we define (1) “functional” brands as representations of intrinsic (blind-tasted) quality, and (2)...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2010-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/524 |