Branding the Seasons: Consumer Perception of Beaujolais Nouveau and Bardolino Novello.

Abstract Purpose Investigating how brand identification influences customer perception and loyalty for two primeur wines, Bardolino Novello DOC and Beaujolais Nouveau AOC, in their domestic markets is the center of this research study. Specifically, it considers how brand knowledge, quality perception, and personality could reposition brand equity and loyalty. It also compares whether the French primeur wine, Beaujolais Nouveau, has a more distinctive and effective brand identity than its Italian counterpart. Design/methodology/approach An online survey was made to collect data through 146 consumers in France and Italy. The survey measured brand personality, perceived quality, brand awareness, brand equity, loyalty, consumption habits, and demographics. Exploratory factor analysis was applied to determine brand personality's underlying dimensions. Confirmatory factor analysis confirmed measurement models. By comparing results between subsamples of different familiarity levels, structural equation modeling examined associations between constructs. Findings Brand personality was found to be the leading predictor of brand equity, while perceived quality had a lesser or insignificant role to play. Brand equity was continuously the predominant driver of loyalty intention. Though Beaujolais Nouveau was found to be much younger and dynamic than Barossa Valley Merlot, brand equity and loyalty overall did not increase exponentially from Barossa Valley Merlot to Beaujolais Nouveau. Familiarity strengthened brand personality perceptions but did not significantly vary the strength of association between constructs. Research limitations and implications The study's average sample size and two-country focus in Europe were its downfall. The findings might not apply to other areas or targeted customers. To confirm these results, other studies with larger, more diversified populations and broader designs are needed. Originality/value The paper offers original information on brand dynamics within wine's primeur category. By combining both quantitative modeling and consumer perception data, it determines brand personality and storytelling to be key brand equity and loyalty levers when perceived quality is similar among products.