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    Brand Congruence’s Role in Assessing Winery Atmospherics?

    Access Status
    Fulltext not available
    Authors
    Thomas, Ben
    Date
    2019
    Type
    Conference Paper
    
    Metadata
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    Citation
    Thomas, B. 2019. Brand Congruence’s Role in Assessing Winery Atmospherics? In: Australia and New Zealand Marketing Academy Conference, 2nd Dec 2019, Wellington, New Zealand.
    Source Conference
    Australia and New Zealand Marketing Academy Conference
    Faculty
    Faculty of Business and Law
    School
    School of Management
    URI
    http://hdl.handle.net/20.500.11937/77661
    Collection
    • Curtin Research Publications
    Abstract

    Current frameworks within wine tourism literature that assess the quality of the a cellar door visitation experience appear to be lacking in accurately capturing the impact of atmospherics. To explore this, the concept of brand congruence with atmospheric cues is introduced from services marketing literature and examined using the case of two juxtaposed winery service environments within the Margaret River wine region of Western Australia. Data was collected using a qualitative ethnographic method in which the author visited the two wineries and assessed their atmospherics via a framework adapted from existing wine tourism and services marketing literature. Insights highlight that two vastly different approaches to leveraging atmospheric cues can deliver high quality experiences that are aligned with brand image and positioning. Thus providing a more nuanced approach to assessing winery atmospheric quality

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