Abstract
In this study, we examined how consumers’ brand relationship to Japanese whiskey differs
depending on their perceptions of standards for quality and production. A questionnaire survey
of consumers who had recently consumed whiskey revealed that consumers who were aware of
the existence of standards showed lower values of brand relationship toward Japanese whiskey
than those who were not aware of the existence of standards. On the other hand, it is also clear
that consumers who are able to identify Japanese whiskey correctly show higher values for the
cognitive and evaluative components of brand relationships.
