5TH ICBR CONFERENCE Brand Power and Brand Focus as facilitators of Relationship Quality in the wine sector 5th INTERNATIONAL CONSUMER BRAND RELATIONSHIPS CONFERENCE 5th ICBR CONFERENCE 19 May, 2017 Namércio Cunha University of Aveiro namercio@gmail.com Sandra Maria Correia Loureiro Instituto Universitário de Lisboa (ICSTE-IU) and BRU research unit sandramloureiro@netcabo.pt

Research purpose This study aims to explore how distributors and wine producers describe the Brand Power and Brand Focus; as a facilitating facets of Relationship Quality (RQ). Sandra Loureiro and Namércio Cunha

The observation field Map of the main demarcated regions of wine production Source: ViniPortugal (2015d) Sandra Loureiro and Namércio Cunha

The observation field Wines in Portugal combine tradition and innovation. Portugal regularly has brands in the top 100 of the best wines in the world, published in the Wine Spectator (2015). Sandra Loureiro and Namércio Cunha

Background The willingness and the ability to create effective long-term relationships with positive results for both partners is a core asset studied by researchers in order to better explore and understand the concept of Relationship Quality. (Athanasopoulou, 2009; Bobot, 2011) Sandra Loureiro and Namércio Cunha

Research relevance loyalty and profits. (Cunha, Loureiro & Rego, 2015) Understanding how to develop relationship strategies that go beyond traditional marketing and help to strengthen the RQ with the customer and therefore develop, in a consistent way, loyalty and profits. (Cunha, Loureiro & Rego, 2015) Sandra Loureiro and Namércio Cunha

Significant gaps The lack of studies on a dyadic relationship. It was not possible to effectively find the major constructs related to RQ in a dyadic relationship. There is a lack of identification of the relevance of the brand to the RQ in a dyadic relationship. Sandra Loureiro and Namércio Cunha

Interviewees per company Exchange relationships Methodology 2 Interviewees per company A qualitative research Exploratory research In-depth interview 44 interviews 11 Exchange relationships 22 companies Sandra Loureiro and Namércio Cunha

Main findings The first-order constructs most cited as facilitators of RQ: Relational Interdependence, Communication Capabilities, Organisational Social Capabilities, Partnership, Trust, Commitment, Communication contents, Power, Satisfaction, and Long-term Relationship Sustainability. From the collected data it emerges the sub-constructs Brand Focus of the business partners and Brand Power. Sandra Loureiro and Namércio Cunha

Main findings Sub-categories of the Long-term Relationship Sustainability Notes: In each theme the number of references is indicated; The themes that are underlined are potential new constructs in relation to the literature review. Sandra Loureiro and Namércio Cunha

Main findings Sub-categories of the Power Notes: In each theme the number of references is indicated; The themes that are underlined are potential new constructs in relation to the literature review. Sandra Loureiro and Namércio Cunha

Conclusion Brand Focus requires an extreme awareness to evaluate the attention that the other partner dedicates to the brand. The producer needs to evaluate the dimension of the distributor's portfolio. Sandra Loureiro and Namércio Cunha

Conclusion Managers must evaluate de quality of the portfolio of their partner. To work with leading producers’ brands, it represents a flagship, a reference to any other company. The source of leading brands are corporate brands that achieve a reputation and credibility, supported by heritage, family history, and with winemakers that represents a guarantee of quality in all the labels. Sandra Loureiro and Namércio Cunha

Conclusion To build a wine brand it requires the ability to communicate the uniqueness and authenticity of that wine. It is critical that the partners work in a consistent manner with a long-term perspective to help the construction and sustainability of a brand in the market. Brand Focus and Brand Power represent RQ facilitators of partner’s relationship. Sandra Loureiro and Namércio Cunha

Further research To analyse the antecedents and consequences in a dyadic perspective. The analysis of international relationships between exporting and importing wine companies. To replicate the study in other countries. To identify wine marketing activities with more relevance that promote wine brands to national and international consumers. To explore the features of the Portuguese and international wine consumers and their expectations related to Portuguese wine. Sandra Loureiro and Namércio Cunha

Sandra Maria Correia Loureiro sandramloureiro@netcabo.pt Thank you! Namércio Cunha namercio@gmail.com Sandra Maria Correia Loureiro sandramloureiro@netcabo.pt