2012 Awards for Excellence

Citation

(2013), "2012 Awards for Excellence", International Journal of Wine Business Research, Vol. 25 No. 1. https://doi.org/10.1108/ijwbr.2013.04325aaa.002

2012 Awards for Excellence

Article Type: 2012 Awards for Excellence From: International Journal of Wine Business Research, Volume 25, Issue 1

The following article was selected for this year’s Outstanding Paper Award for International Journal of Wine Business Research

“Luxury wine brand visibility in social media: an exploratory study”

Mignon Reyneke,Division of Industrial Marketing, eCommerce and Logistics, Lulea University of Technology, Lulea, Sweden

Leyland PittSimon Fraser University, Vancouver, Canada and Leeds University Business School, Leeds, UK

Pierre R. BerthonMcCallum Graduate School of Business, Bentley University, Waltham, Massachusetts, USA

Purpose – The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media.

Design/methodology/approach – The paper uses data from howsociable.com to portray similar luxury wine brands in multi-dimensional space. To identify the associations between the brands and the social media visibility indicators, the paper uses correspondence analysis.

Findings – The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy.

Practical implications – The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their marketing strategies; also some threats may exist to these brands should they take a laissez faire approach to social media, particularly when social media are becoming as influential, if not more so than conventional media.

Originality/value – Brands can take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers may not fully be able to control the destinies of these brands, this paper suggests that the approaches followed in this particular research will present brand managers with a tool that will assist them in directing conversations that occur around their brands.

Keywords Brand management, Social networking sites, Wines

www.emeraldinsight.com/10.1108/17511061111121380

This article originally appeared in Volume 23 Number 1, 2011, pp. 21-35 International Journal of Wine Business Research

The following articles were selected for this year’s Highly Commended Award

“Lifestyle determinants of wine consumption and spending on wine”

Thomas A. Brunner and Michael Siegrist

This article originally appeared in Volume 23 No. 3, 2011 International Journal of Wine Business Research

“Governance, commercial strategies and performances of wine cooperatives: an analysis of Italian and French wine producing regions”

Jean-Pierre Couderc and Andrea Marchini

This article originally appeared in Volume 23 No. 3, 2011 International Journal of Wine Business Research

“Wine labelling: is it time to break with tradition? A study of the moderating role of perceived risk”

Franck Celhay and Juliette Passebois

This article originally appeared in Volume 23 No. 4, 2011, International Journal of Wine Business Research

Outstanding reviewers

Catherine ViotBordeaux University, Talence, France

Abel AlonsoAuburn University, Auburn, AL, USA