Wine service marketing, value co‐creation and involvement: research issues
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 6 November 2009
Abstract
Purpose
The purpose of this paper is to develop a conceptual model that examines wine channels typified by differing levels of service orientation, and resulting branding implications based on consumer involvement and value co‐creation properties. Examples of channels characterised by relatively low levels of organisational service provision include supermarket retailing, while higher levels of service orientation are found in channels such as restaurants and wine tourism. The model thus provides a framework for analysis of wine branding across distribution channels characterised by differing levels of service orientation.
Design/methodology/approach
A literature review addressing service provision in wine marketing, consumer involvement and needs, value co‐creation and branding is proposed in the paper.
Findings
An integrative conceptual model and associated research issues are derived from a review of relevant literature.
Research implications
The paper provides a research agenda for involvement‐based wine branding across more traditional, external marketing‐oriented channels (e.g. supermarket retailing) and emerging, more interactive/relational wine marketing service sectors (e.g. restaurateurs, tourism).
Originality/value
The paper provides a deeper understanding of wine marketing in growing forms of service‐based wine channels.
Keywords
Citation
Hollebeek, L.D. and Brodie, R.J. (2009), "Wine service marketing, value co‐creation and involvement: research issues", International Journal of Wine Business Research, Vol. 21 No. 4, pp. 339-353. https://doi.org/10.1108/17511060911004914
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited