Uncorking Identity: Exploring Consumer-Brand Identification within the South African Wine Industry Public
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New wine producers in South Africa struggle to enter the established domestic wine market. This project investigated the importance of identity in wine consumption. We conducted a survey (n=102) to assess drivers of consumer-brand identification, a paired comparison of wine labels (n=59), and interviewed industry experts (n=10). Results indicate that identity does have an influence on consumer wine preferences, with black consumers identifying with labels displaying South African traits. Additionally, brand prestige, social benefits, distinctiveness, and warmth influence wine purchasing preferences more generally. New producers should market their distinct identities (black, female) as they reveal warmth and familiarity to certain consumer segments, and can drive brand distinctiveness.
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