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Multisensory analysis and wine marketing: systematic review and perspectives

Raffaele Campo (Dipartimento di Economia, Management e Diritto dell'Impresa, University of Bari, Bari, Italy)
Pierfelice Rosato (Dipartimento di Economia e Finanza, University of Bari, Bari, Italy)
Enrico Battisti (Dipartimento di Management, Università degli Studi di Torino, Torino, Italy)

British Food Journal

ISSN: 0007-070X

Article publication date: 26 November 2021

Issue publication date: 25 August 2022

4346

Abstract

Purpose

This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.

Design/methodology/approach

This paper is based on a systematic review of literature conducted on peer-reviewed journals.

Findings

Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.

Originality/value

The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.

Keywords

Citation

Campo, R., Rosato, P. and Battisti, E. (2022), "Multisensory analysis and wine marketing: systematic review and perspectives", British Food Journal, Vol. 124 No. 10, pp. 3274-3292. https://doi.org/10.1108/BFJ-03-2021-0222

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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