| Author: | Shi, Fengxia |
| Title: | Determining factors of brand reputation of Chinese wineries |
| Advisors: | Song, Haiyan (SHTM) |
| Degree: | DHTM |
| Year: | 2022 |
| Subject: | Wine industry -- China Wine -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | x, 174 pages : color illustrations |
| Language: | English |
| Abstract: | As global market uncertainty continues to increase, the international wine industry is undergoing rapid changes, resulting in a tremendous reshaping of the global wine industry. Old World countries face increasingly fiercer competition from New World countries. Emerging markets, such as China, have secured a market share. In the last decade, the Chinese wine industry has experienced dramatic development, and China has become one of the fastest-growing wine markets in the world. However, China’s wine drinkers largely consume imported wines. Only in recent years, Chinese winemakers come to realize the necessity of building their own brand reputation. However, a review of the literature on wine brand reputation reveals that scant attention has been paid to the study of brand-building strategies. The aim of this research is, therefore, to explore various determining factors for brand reputation perceived by Chinese wine consumers. To achieve this objective, this empirical research puts forward four hypotheses to be verified within a conceptual framework developed by the researcher. The proposed conceptual framework asserts that wine brand reputation can be influenced by collective reputation, wine label, expert opinion and social media advertising. In addition, consumer knowledge of wines is proposed to moderate the hypothesized relationships within the conceptual model. The vineyards and wineries on the East Foothills of Helan Mountains in Ningxia (EFHMN) are chosen for a case study. Mixed-method has been adopted for this study. Specifically, in-depth interviews were conducted to examine whether the scales of variables need modifying. Expert panel reviews and a pilot study were also conducted to refine a survey instrument. Afterwards, a questionnaire related to EFHMN was created, which was distributed 102 cities across the Chinese mainland, Hong Kong, Macau and Tainan from December, 2021 to March, 2022. In total, 616 valid questionnaires were collected and a structural equation modelling was conducted for data analysis. After a confirmatory factor analysis, convergent validity and discriminant validity of the measurement model was achieved. Since the measurement model was found valid and reliable, the hypothesized structural model was tested by using data from the 616 respondents. The findings of this study indicate that 9 out of the 18 proposed theoretical hypotheses are supported by the empirical data. Wine label, expert opinion and social media advertising have a positive effect on brand reputation. Consumer knowledge about wines is found to have a moderating effect on the relationship between expert opinions/ social media advertising and brand reputation. This study broadens and deepens the scholarship on wine brand reputation. It is the first attempt to analyze determining factors for brand reputation as perceived by consumers towards Chinese wineries. It develops a valid measurement scale for brand reputation and shows the significance of consumer knowledge in this context. The theory of brand reputation building proposed by the researcher has implications for further studies on this subject. Finally, it provides actionable guidelines for wine businesses to produce better strategies for brand reputation and marketing. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6930.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 3.58 MB | Adobe PDF | View/Open |
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