Understanding brand reputation: a case study of Chinese wineries

Qiushi Gu · Ting Zhou

9 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Purpose Exploring the determinants of a winery brand reputation (BR) and how those determinants interact is vital for the sustainable development of wineries as well as the growth of the wine industry as a whole. This study aims to test an integrated model to better understand the observed measurement constructs of winery brand reputation, including collective reputation (CR), wine label (WL), expert opinion (EO), social media advertising (SMA) and consumer wine knowledge (CWK). Design/methodology/approach In-depth interviews, an expert panel review and a pilot study were conducted to examine and improve the observed variables. A questionnaire survey was conducted as the main data source for the study. A total of 616 valid questionnaire responses were collected from 102 cities in mainland China and Hong Kong, Macao and Taiwan from December 2021 to April 2022. Structural equation modeling was conducted for the data analysis. Findings This study supported 9 of the 18 proposed theoretical hypotheses. WL, EO and SMA had positive effects on BR. CWK was found to have a moderating effect on the relationship between expert opinions/social media advertising and brand reputation. Research limitations/implications The results of this study can guide wine practitioners, researchers and administrators in brand development, label regulation and consumer education. Originality/value To the best of the authors’ knowledge, this is the first attempt to examine the determinants of winery brand reputation among Chinese wine consumers. This study explains the mechanism of winery brand reputation, demonstrating the dynamics and effects of the observed measurement constructs on brand reputation.

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References

1985The Effects of Product Class Knowledge on Information Search Behavior 1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations 2005Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice 1997Estimation of a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?2018Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance 1997The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine 2005Differential Effects of Experience, Subjective Knowledge, and Objective Knowledge on Sources of Information used in Consumer Wine Purchasing 2003Wine Quality and Varietal, Regional and Winery Reputations: Hedonic Prices for Australia and New Zealand

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