IDEAS home Printed from https://ideas.repec.org/a/ids/ijesbu/v41y2020i3p309-330.html
   My bibliography  Save this article

The role of brand architecture and brand heritage for family-owned wineries: the case of Crete, Greece

Author

Listed:
  • Stella Kladou
  • Maria Psimouli
  • Ilias Kapareliotis

Abstract

The importance of branding strategies, either in terms of brand architecture or in relation to the role of brand heritage, has often been put under the microscope in the case of larger businesses. Yet neither aspect has been explicitly investigated in terms of its role and contribution for smaller wine businesses. Focusing on the case of local family wineries in Crete, Greece, helps us identify links with and applications of both brand architecture and brand heritage literature. Findings suggest that most wineries do not use an umbrella brand to create relevant sub-brands but tend to build upon mixed strategies. Furthermore, wineries often refer to place brand heritage, but family heritage is usually the cornerstone of their branding efforts. Our conclusions confirm the need to redevelop this body of literature in a way more adequate for small, family-owned wine businesses, and to enrich family wine business people's understanding of extant branding strategies.

Suggested Citation

  • Stella Kladou & Maria Psimouli & Ilias Kapareliotis, 2020. "The role of brand architecture and brand heritage for family-owned wineries: the case of Crete, Greece," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 41(3), pages 309-330.
    • Handle: RePEc:ids:ijesbu:v:41:y:2020:i:3:p:309-330
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=110809
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Georgiou, Thoukis & Papasolomou, Ioanna & Vrontis, Demetris & Thrassou, Alkis, 2023. "Market-oriented succession effectiveness in family business – Case-based evidence from Cyprus family-owned wine business," Journal of Business Research, Elsevier, vol. 165(C).
    2. Stella Kladou & Nikolaos Trihas, 2021. "Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-14, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijesbu:v:41:y:2020:i:3:p:309-330. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=74 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.