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W. Leiss (2018)
Social Communication in Advertising
Allan Shocker, R. Srivastava, Robert Ruekert (1994)
Challenges and Opportunities Facing Brand Management: An Introduction to the Special IssueJournal of Marketing Research, 31
D. Aaker (1992)
Managing brand equity : capitalizing on the value of a brand name
J. Kapferer (1994)
Strategic brand management: New approaches to creating and evaluating brand equity
S. Levy (1981)
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P. Barwise (1998)
Accounting for Brands
Kevin Keller (1993)
Conceptualizing, Measuring, and Managing Customer-Based Brand EquityJournal of Marketing, 57
D. Aaker, Kevin Keller (1990)
Consumer Evaluations of Brand ExtensionsJournal of Marketing, 54
T. Levitt (1983)
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Whan Park, Bernard Jaworski, D. Macinnis (1986)
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H. Johnson, Jancis Robinson (1977)
The World Atlas of Wine
Despite nearly universal agreement that ultrapremium California wines have reached a quality level which is on a par with the world's best, these wines have not captured the hearts and minds of many traditional buyers of the best wines in the international marketplace. These California wines face several competitive disadvantages the lack of a sustained track record over a long period of time comparatively small production levels the lack of an established pecking order and, a lessthanoptimal distribution system, among other factors. As a result, brand equity of California ultrapremium wines has suffered. This paper modifies and extends the paradigms of both Aaker and Keller by specifying a brand equity model that captures the dimensions of brand equity for ultrapremium California wine producers. Evaluating current marketing practice against the derived model, the authors suggest marketing strategies and tactics that may permit ultrapremium California wines to overcome many of their competitive disadvantages with the objective of enhancing brand equity.
International Journal of Wine Marketing – Emerald Publishing
Published: Mar 1, 1996
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