Listen to a podcast of Professor Pascale Quester (Executive Dean, Faculty of the Professions) at the Wine as a Social Bond event held at the National Wine Centre, Adelaide.
Pascale is an acknowledged international authority in the area of consumer buying behaviour, with several noteworthy publications specific to the drivers of wine purchasing. She has also been involved in a number of studies related to consumer brand communities and associated ethnographic studies. She will be providing insight into how such brand ‘sub-cultures’ can be operationalised to further enhance brand commitment and loyalty and associated purchasing behaviours. This will be discussed in the context of the new ‘world’ of virtual communities and online forums of ‘consumer to consumer’ product information exchange.