Does supplying organic wines enhance a firm's brand image? An empirical approach on the Swedish red wine market

Abstract

In an era of growing popularity of organic products, the term Organic remains a resonant symbol of quality in Sweden. It conveys a certain image of the brand, which is vital for a firm to build a successful brand image to attract and maintain customer loyalty. Therefore, this paper is devoted to understand and assess whether the effect of an organic counterpart enhances a brand's brand image, by constructing an online survey with binary comparisons and estimate this effect in a choice model. This data suggests that, the presence of an artificial information does enhance a brand image and the majority of respondents did choose the wines with organic counterparts.