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D. Priilaid,G. Human,K. Pitcher,T. Smith,C. Varkel
AbstractTheory posits that, over time, placebo-type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand knowledge combine to in...
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D. Priilaid,B. Horwitz
AbstractProceeding from studies that identify the extrinsic price cue as a mediator between a product?s perceived and intrinsic merit, we report on a blind-versus-sighted coffee tasting experiment conducted to determine the impact of the price-cue across...
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D. Priilaid,J. Barendse,C. Kato-Kalule,A. Mubangizi
AbstractWith previous wine marketing studies confirming the effect of extrinsic cues such as price, area-of-origin, and expert ratings on sighted appreciation, we report on a tasting room experiment aimed to determine the prevalence and impact of wine br...
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D. Priilaid,P. van Rensburg
AbstractWorking with a set of 35 South African wine brands identified in Priilaid and Van Rensburg (2010a), this study presents two brand valuation techniques that combine non-ordinal wine valuation models with conventional methods of valuation. The firs...
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D. Priilaid,P. Van Rensburg
AbstractProceeding from work that identifies price as an extrinsic cue that can mediate between a wine?s perceived and intrinsic merit, the brand construct is presented as an additional potential mediator. Here we define (1) ?functional? brands as repres...
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D. Priilaid,J. Feinberg,O. Carter,G. Ross
AbstractWithin the context of sighted wine appreciation, previous studies indicate that extrinsic cues like price and area-of-origin have a marked effect on the sighted ratings proffered by tasting experts. While these expert ratings are widely employed ...
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