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dc.contributorMansilla Corona, Ricardo Lino
dc.contributorMoya Dávila, Fernando Andrés
dc.contributorRicardo Lino Mansilla Corona
dc.contributorFernando Andrés Moya Dávila
dc.creatorFernández Reyes, Lucía
dc.creatorLucía Fernández Reyeses
dc.date.accessioned2018-11-28T18:13:21Z
dc.date.available2018-11-28T18:13:21Z
dc.date.created2015
dc.identifier.urihttp://hdl.handle.net/11285/632333
dc.description.abstractThis research attempts to explore wine purchasing behavior in the Mexican market in reference to the effects of brand elements used in wine marketing. The objectives of this research are to analyze the impact of external and internal wine product cues in reference to the credibility in wine, to explore the process that consumers follow in order to determine what constitutes a wine of choice, to measure the variations in choice decisions in reference to familiar versus unfamiliar places of origin, and to describe in the process the status of middle class wine buyers. --Abstract h. 4.
dc.format.extentTexto
dc.languagespa
dc.publisherTecnologico de Monterrey
dc.rightsTecnologico de Monterrey
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0*
dc.subject.lccHF5415.33.M4
dc.titleThe importance of brand elements : effects of critical brand elements on wine purchase behavior
dc.typeTesis de Doctorado
dc.subject.keywordWine industry--Marketing--Mexico
dc.subject.keywordConsumers' preferences--Mexico
dc.subject.keywordConsumer research--Wine--Mexico
dc.subject.keywordWine--Marketing--Mexico
dc.subject.keywordMarket surveys--Mexico
dc.subject.keywordWine--Trademarks--Marketing--Mexico
dc.subject.keywordIndustria vitivinícola--Mercadotecnia--México
dc.subject.keywordPreferencias de los consumidores--México
dc.subject.keywordVino--Mercadotecnia--México
dc.description.degreeDoctorado en Ciencias Administrativas
dc.audience.educationlevelInvestigadores/Researchers
refterms.dateFOA2018-11-28T18:13:21Z


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