Consumer Brand Loyalty in the Chilean Wine Industry

Abstract

Worldwide, the wine industry has become tremendously competitive, with new world wine countries, such as Chile, Australia, New Zealand, and South Africa becoming relevant players. Consumers are increasingly offered a broad range of wine brands in supermarkets, restaurants, and wine stores. Consequently, wine marketing managers are required to develop strategies for building consumer brand loyalty for their own wines. This study attempts to investigate this issue and tests a model of antecedents of wine brand loyalty with 300 consumers from Chile, a new world wine producer. Results are analyzed with structural equation modeling (SEM). Our results indicate that wine brand satisfaction has the strongest relationship with wine brand loyalty. Additionally, wine experience is positively related to brand trust and brand satisfaction.

KEYWORDS:

• Chile
• wine
• brand
• loyalty
• trust
• satisfaction

Additional information

Funding

The author acknowledges the role of CONICYT (Comisión Nacional de Investigación Científica y Tecnológica de Chile) in supporting the Research Centre for International Competitiveness, project SOC 1105.