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The importance of brand elements : effects of critical brand elements on wine purchase behavior
dc.contributor | Mansilla Corona, Ricardo Lino | |
dc.contributor | Moya Dávila, Fernando Andrés | |
dc.contributor | Ricardo Lino Mansilla Corona | |
dc.contributor | Fernando Andrés Moya Dávila | |
dc.creator | Fernández Reyes, Lucía | |
dc.creator | Lucía Fernández Reyes | es |
dc.date.accessioned | 2018-11-28T18:13:21Z | |
dc.date.available | 2018-11-28T18:13:21Z | |
dc.date.created | 2015 | |
dc.identifier.uri | http://hdl.handle.net/11285/632333 | |
dc.description.abstract | This 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.extent | Texto | |
dc.language | spa | |
dc.publisher | Tecnologico de Monterrey | |
dc.rights | Tecnologico de Monterrey | |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0 | * |
dc.subject.lcc | HF5415.33.M4 | |
dc.title | The importance of brand elements : effects of critical brand elements on wine purchase behavior | |
dc.type | Tesis de Doctorado | |
dc.subject.keyword | Wine industry--Marketing--Mexico | |
dc.subject.keyword | Consumers' preferences--Mexico | |
dc.subject.keyword | Consumer research--Wine--Mexico | |
dc.subject.keyword | Wine--Marketing--Mexico | |
dc.subject.keyword | Market surveys--Mexico | |
dc.subject.keyword | Wine--Trademarks--Marketing--Mexico | |
dc.subject.keyword | Industria vitivinícola--Mercadotecnia--México | |
dc.subject.keyword | Preferencias de los consumidores--México | |
dc.subject.keyword | Vino--Mercadotecnia--México | |
dc.description.degree | Doctorado en Ciencias Administrativas | |
dc.audience.educationlevel | Investigadores/Researchers | |
refterms.dateFOA | 2018-11-28T18:13:21Z |
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