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  • Insights into Vodka consumer attitude and purchasing behaviors

    Author(s)
    Prentice, Catherine
    Handsjuk, Nikolai
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2016
    Metadata
    Show full item record
    Abstract
    This study investigates the relationships between the relevant marketing factors and Vodka purchasing behavior and brand preference in Australia. The factors examined in this study include branding, country of origin, packaging, and social media. The theory of planed behavior is deployed to understand how consumers' perception or attitude towards Vodka affect their purchase and loyalty to the brand. This study provides insights into how the selected marketing factors affect Vodka purchasing behaviors among Australian consumers. Findings of this study particularly suggest that the relevant marketers should allocate more ...
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    This study investigates the relationships between the relevant marketing factors and Vodka purchasing behavior and brand preference in Australia. The factors examined in this study include branding, country of origin, packaging, and social media. The theory of planed behavior is deployed to understand how consumers' perception or attitude towards Vodka affect their purchase and loyalty to the brand. This study provides insights into how the selected marketing factors affect Vodka purchasing behaviors among Australian consumers. Findings of this study particularly suggest that the relevant marketers should allocate more resources to build strong brand image, brand awareness, and positive brand perceptions. Implications are highlighted for researchers and practitioners.
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    Journal Title
    Journal of Retailing and Consumer Services
    Volume
    32
    DOI
    https://doi.org/10.1016/j.jretconser.2016.05.009
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/172465
    Collection
    • Journal articles

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