THE VALUE OF BRANDS OF THE TYPICAL SICILIAN WINE IN THE CONNOISSEURS AND OUTDOOR

In Sicily wine culture it has been handed down from ancient generations. The local economy has deep roots in the activities of vinification; this resulted in the award of a certificate of excellence. Given the international spread of Sicilian wine, we wanted to investigate the variables that influence behavior,the intensity and identity of typical Sicilian wine consumer in a sample of respondents in the town of Ragusa. Specifically, in the research we were involved 116 consumers of typical Sicilian wine (Males = 65, 56%; Females = 51, 44%). The measures that we used to achieve our goal has been: the intensity of consumption scales (Martinez-Carrasco et al., 2005) and the C.B.B.E model (Customer Consumer Brand Equity, Keller, 2003). The results from the scale "brand equity" reveal that men are more willing than the female gender to be involved with the brand, while for the results of intensity of consumption scale, connoisseurs also showed higher scores than outdoor in the subscale "social activities" and "health concern".