Aluno: Federica Almini
Resumo
The Premium Wine industry is characterized by exclusive market dynamics in which traditional brand equity measurements (brand awareness, perceived quality, and brand loyalty) are increasingly influenced by external forces. This study investigates the role of country of origin (COO), sustainability, and financial well-being in shaping consumer perceptions and forming overall Brand Equity in the premium wine Industry. Based on a quantitative approach, data were collected through a survey questionnaire from premium wine buyers. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test a conceptual model that includes the external variables with core brand equity dimensions. The finding indicates that COO has a positive influence on perceived quality and brand loyalty, thus enhancing the overall brand equity of premium wines. Sustainability then, was determined to be the leading driver of brand awareness, but its impact on perceived quality was not as strong, suggesting that while ethical and environmental qualifications can enhance a brand's reputation, they do not automatically translate into higher quality perceptions. Furthermore, financial well-being was also observed to exercise a significant effect on perceived quality, however uncovering its influence on brand awareness and brand loyalty. Thus, the present study expands the theoretical model of brand equity covering socio-economic and environmental aspects and offers practical implications for marketers to position premium wine brands in a competitive marketplace.
Trabalho final de Mestrado