Building consumer cultural capital in the premium wine domain in China through tourism
Getting novice consumers of premium wine, in new markets, to consider brands outside of the most recognised, dominant wine regions is a challenge for premium wine marketers. This is particularly the case for premium Australian wine brands competing in the China market where French wines dominate (Co...
| Main Authors: | , , |
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| Format: | Book Chapter |
| Published: |
Routledge
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/67048 |
| _version_ | 1848761461261729792 |
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| author | Ferguson, Graham Cheah, Isaac Lee, S. |
| author_facet | Ferguson, Graham Cheah, Isaac Lee, S. |
| author_sort | Ferguson, Graham |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Getting novice consumers of premium wine, in new markets, to consider brands outside of the most recognised, dominant wine regions is a challenge for premium wine marketers. This is particularly the case for premium Australian wine brands competing in the China market where French wines dominate (Cohen et al., 2017; Lee et al., 2015; Wu, 2017). The China market represents a tantalising opportunity for Australian premium wine exporters (Cohen et al., 2017; Cohen, Corsi & Lockshin, 2015; Maguire and Lim, 2015) because of market potential but the challenge of being accepted by novice wine consumers may dissuade some brands from entering when they can enter much more advanced wine markets in Europe or the USA (Galbraith and Gao, 2016). |
| first_indexed | 2025-11-14T10:32:02Z |
| format | Book Chapter |
| id | curtin-20.500.11937-67048 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:32:02Z |
| publishDate | 2018 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-670482018-05-18T07:57:04Z Building consumer cultural capital in the premium wine domain in China through tourism Ferguson, Graham Cheah, Isaac Lee, S. Getting novice consumers of premium wine, in new markets, to consider brands outside of the most recognised, dominant wine regions is a challenge for premium wine marketers. This is particularly the case for premium Australian wine brands competing in the China market where French wines dominate (Cohen et al., 2017; Lee et al., 2015; Wu, 2017). The China market represents a tantalising opportunity for Australian premium wine exporters (Cohen et al., 2017; Cohen, Corsi & Lockshin, 2015; Maguire and Lim, 2015) because of market potential but the challenge of being accepted by novice wine consumers may dissuade some brands from entering when they can enter much more advanced wine markets in Europe or the USA (Galbraith and Gao, 2016). 2018 Book Chapter http://hdl.handle.net/20.500.11937/67048 Routledge restricted |
| spellingShingle | Ferguson, Graham Cheah, Isaac Lee, S. Building consumer cultural capital in the premium wine domain in China through tourism |
| title | Building consumer cultural capital in the premium wine domain in China through tourism |
| title_full | Building consumer cultural capital in the premium wine domain in China through tourism |
| title_fullStr | Building consumer cultural capital in the premium wine domain in China through tourism |
| title_full_unstemmed | Building consumer cultural capital in the premium wine domain in China through tourism |
| title_short | Building consumer cultural capital in the premium wine domain in China through tourism |
| title_sort | building consumer cultural capital in the premium wine domain in china through tourism |
| url | http://hdl.handle.net/20.500.11937/67048 |