Publicação
Understanding Consumer Behaviour in The Portuguese Wine Industry: The role of consumer-brand relationships
| Resumo: | This study investigates the key factors influencing consumer loyalty and purchase decisions within the Portuguese wine industry. As consumer-brand relationships and consumer preferences evolve, it is crucial for Portuguese wine brands to understand what drives brand loyalty and purchase behaviour. The research focuses on various drivers such as digital marketing strategies, brand values, product characteristics, price sensitivity, and consumer perceptions. Using a comprehensive research model, and survey as a base for the data analysis, the study reveals how these elements affect consumer loyalty and behaviour in the context of Portuguese wine. Results reveal that strategic communication and emotional experiences play crucial roles in shaping consumer-brand relationships and behavioural actions, alongside with effective digital marketing strategies, such as influencer marketing, and also perceived product quality. These results provide valuable insights for Portuguese wine brands aiming to strengthen their consumer-brand relationships and improve market positioning. Recommendations for future research include using longitudinal designs to investigate the cause-effect of the constructs over time. |
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| Autores principais: | Coelho, Maria Leonor Ferreira |
| Assunto: | Consumer-brand relationships Consumer loyalty Purchase intentions Wine consumer behaviour Digital marketing strategies Digital engagement |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study investigates the key factors influencing consumer loyalty and purchase decisions within the Portuguese wine industry. As consumer-brand relationships and consumer preferences evolve, it is crucial for Portuguese wine brands to understand what drives brand loyalty and purchase behaviour. The research focuses on various drivers such as digital marketing strategies, brand values, product characteristics, price sensitivity, and consumer perceptions. Using a comprehensive research model, and survey as a base for the data analysis, the study reveals how these elements affect consumer loyalty and behaviour in the context of Portuguese wine. Results reveal that strategic communication and emotional experiences play crucial roles in shaping consumer-brand relationships and behavioural actions, alongside with effective digital marketing strategies, such as influencer marketing, and also perceived product quality. These results provide valuable insights for Portuguese wine brands aiming to strengthen their consumer-brand relationships and improve market positioning. Recommendations for future research include using longitudinal designs to investigate the cause-effect of the constructs over time. |
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