1. 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
Sandra Maria Correia Loureiro
Instituto Universitário de Lisboa (ICSTE-IU) and BRU research unit

2. 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

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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. Sandra Maria Correia Loureiro sandramloureiro@netcabo.pt
Thank you!
Namércio Cunha
Sandra Maria Correia Loureiro