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The hedonic valuation of South African wine brands

D. Priilaid ; P. van Rensburg

South African journal of business management, 01 March 2012, Vol.43(1), pp.11-31 [Peer Reviewed Journal]

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  • Title:
    The hedonic valuation of South African wine brands
  • Author: D. Priilaid ; P. van Rensburg
  • Description: Working 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 first price-premium approach defines brand equity value as the difference between a wine’s price and a valuation of its intrinsic worth. The second quality premium approach defines brand equity value as the difference between a wine’s intrinsic value and, instead of price, the value of its perceived quality when sampled sighted.   With a set of assumptions regarding consistency in future wine quality, hectorage, price premiums, and sales volumes, brand valuations for each method are calculated as the net present value of the brand premiums paid per unit over the total cases sold. The consequent computations reveal how the price-premium method realises a mean valuation three times greater than the average derived from the alternate quality...
  • Is Part Of: South African journal of business management, 01 March 2012, Vol.43(1), pp.11-31
  • Identifier: ISSN: 2078-5585 ; E-ISSN: 2078-5976 ; DOI: 10.4102/sajbm.v43i1.173
  • Subjects: Business
  • Language: English

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