... participants full product descriptions produced lower hedonic ratings than giving them only the product name. A second factor that must be considered in exploring consumers' responses to wine branding efforts are gender differences. As Mintz (2002) recently put it, "the relationship between food...

... is the importance to generate actual brand ‘trial’ not simply create an image. © MCB UP Limited 1998 Wine Branding Trial Inducement Attitude: Behaviour Relationships The Attitude-Behaviour Relationship and Usage Effect 34 The Attitude-Behaviour Relationship and Usage Effect in the White Wine Market...