Are consumers' quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment
Priilaid, Human, Pitcher, Smith and Varkel, South African Journal of Business Management 48(2), 2017, 45-54. Two-stage tasting, fourteen experimental groups, each tasting seven Sauvignon Blanc wines first blind then sighted. Brand familiarity affected sighted ratings directly and indirectly through brand knowledge; brand knowledge mediated the effect of brand exposure. Authors suggest mass media aimed only at spreading brand knowledge may not suffice unless it builds familiarity.
Priilaid, Human, Pitcher, Smith and Varkel, South African Journal of Business Management 48(2), 2017, 45-54. Two-stage tasting, fourteen experimental groups, each tasting seven Sauvignon Blanc wines first blind then sighted. Brand familiarity affected sighted ratings directly and indirectly through brand knowledge; brand knowledge mediated the effect of brand exposure. Authors suggest mass media aimed only at spreading brand knowledge may not suffice unless it builds familiarity.
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Priilaid, D., Human, G., Pitcher, K., Smith, T., & Varkel, C. (2017). Are consumers' quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment. South African Journal of Business Management, 48(2), 45-54. doi:10.4102/sajbm.v48i2.27 https://doi.org/10.4102/sajbm.v48i2.27