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dc.contributor.authorPrentice, Catherine
dc.contributor.authorHandsjuk, Nikolai
dc.date.accessioned2018-05-09T05:53:07Z
dc.date.available2018-05-09T05:53:07Z
dc.date.issued2016
dc.identifier.issn0969-6989
dc.identifier.doi10.1016/j.jretconser.2016.05.009
dc.identifier.urihttp://hdl.handle.net/10072/172465
dc.description.abstractThis 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherElsevier
dc.relation.ispartofpagefrom7
dc.relation.ispartofpageto14
dc.relation.ispartofjournalJournal of Retailing and Consumer Services
dc.relation.ispartofvolume32
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1506
dc.subject.fieldofresearchcode1503
dc.titleInsights into Vodka consumer attitude and purchasing behaviors
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorPrentice, Catherine


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