Articlebronze2006

‘The Taste of Paradise’: Selling Fiji and FIJI Water

33 citations0/0 files storedAsia Pacific Viewpoint

No readable copy stored yet — this record is metadata only.

Island Studies and Pacific Affairs Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract: Effective global competitiveness is rare in the Pacific islands, yet FIJI Water has been a major success story since 1997, exporting bottled water to the USA and elsewhere. A bland commodity has been linked to an ‘exotic’ place, and sold to elite consumers, as a form of cultural capital. The company website and newspaper extol the virtues of a ‘pristine’ product, produced in a natural context, in an environmentally sensitive manner. Marketing these themes and product placement have enabled success in a highly competitive market. Place has been used as a means of marketing perceived taste, distinctiveness and quality.

Citations in this library

Stored only when both papers are in the corpus — 33 citations exist upstream.

References

1994The Dictionary of human geography 2003Island dreaming: the contemplation of Polynesian paradise 2000Neoliberal Globalisation, “Exotic” Agro‐exports, and Local Change in the Pacific Islands: A Study of the Fijian Kava Sector

Cited by

2010Security, profit or shadow of the past? Explaining the security strategies of microstates 2007Towards Free Trade in the Pacific? The Genesis of the ‘Kava‐Biscuit War’ between Fiji and Vanuatu

Imported from OpenAlex (CC0) — nothing here is generated.