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dc.contributor.authorMowle, Jamesen_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.editorDr Richard C. Leventhalen_US
dc.date.accessioned2017-04-24T11:13:29Z
dc.date.available2017-04-24T11:13:29Z
dc.date.issued2005en_US
dc.date.modified2009-09-25T04:46:18Z
dc.identifier.issn10610421en_US
dc.identifier.doi10.1108/10610420510609221en_AU
dc.identifier.urihttp://hdl.handle.net/10072/4600
dc.description.abstractPurpose - This study proposes investigating the branding of small to medium-sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building research seeks further to understand branding from the perspective of the SME winery, and in doing so, go some way in addressing the current deficit in the literature. Design/methodology/approach - Bhat and Reddy's conceptualisation of brand functionality and symbolism is used as a branding framework to underlie the research. A multiple case study design was adopted as a research method to provide case data on eight SME wineries. Data were collected through in-depth interviews with the owner/manager of each winery, direct observation and document analysis. Findings - The findings are presented in the form a model of SME winery branding, which, in addition to distinguishing two approaches to branding, highlights the functional and symbolic values inherent in the brand. The findings endorse the notion that brands can simultaneously have both functional and symbolic appeal. More radically, the emergent model suggests interdependence between the functional and symbolic properties of branding. Practical implications - Practically, the findings highlight the importance of developing the symbolic values associated with the brand, which represent a more sustainable competitive advantage. Originality/value - By establishing a tentative theory on SME winery branding, this study has begun to address the current deficit in wine marketing literature and has set a foundation for further research.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeBradford, Englanden_US
dc.publisher.urihttp://www.emeraldinsight.com/1061-0421.htmen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom220en_US
dc.relation.ispartofpageto227en_US
dc.relation.ispartofissue4en_US
dc.relation.ispartofjournalJournal of Product & Brand Managementen_US
dc.relation.ispartofvolume14en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleA functional and symbolic perspective to branding Australian SME wineriesen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2005
gro.hasfulltextNo Full Text


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