Purpose The purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many brands are part of brand families, with the sub-brands linked to the overall brand family. This research provides...

Purpose – Investigates the purchasing of brands across different price tiers. The purpose was to determine if buying across price tiers followed the same pattern widely found in brand purchasing, known as the Duplication of Purchase Law. Design/methodology/approach – Uses a consumer survey...