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Symbolic and functional brand effects in the hedonic assessment of South African wines

D. Priilaid ; P. Van Rensburg

South African Journal of Business Management, 01 September 2010, Vol.41(3), pp.47-69 [Peer Reviewed Journal]

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  • Title:
    Symbolic and functional brand effects in the hedonic assessment of South African wines
  • Author: D. Priilaid ; P. Van Rensburg
  • Description: Proceeding 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 representations of intrinsic (blind-tasted) quality,...
  • Is Part Of: South African Journal of Business Management, 01 September 2010, Vol.41(3), pp.47-69
  • Identifier: ISSN: 2078-5585 ; E-ISSN: 2078-5976 ; DOI: 10.4102/sajbm.v41i3.524
  • Subjects: Business
  • Language: English

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