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Article
Publication date: 8 December 2020

Tim Clifton, Jonathan Clifton and Natalia Velikova

The purpose of this paper is to explore how gendered wine-drinker identities are constructed through stories of wine consumption in Kenya.

Abstract

Purpose

The purpose of this paper is to explore how gendered wine-drinker identities are constructed through stories of wine consumption in Kenya.

Design/methodology/approach

The data comes from a corpus of 19 in-depth semi-structured interviews collected in Nairobi, Kenya. Taking a narrative approach, this paper uses positioning theory as a fine-grained linguistic methodological tool to analyze stories of gendered wine consumption.

Findings

A key finding of the study is that wine consumption can enact, and be enacted by, wider normative societal gendered discourses of what men and women should and, should not, be drinking. In short, in some societies (Kenya being an example here) men drinking wine is subject to the normative gaze of their peers; and if men drink wine, they are not considered “real men.” This is so even when chatting up women, in which case male wine-drinkers are ascribed to the subordinate male identities of either the “new man” or the romantic man. However, male wine-drinkers can retain a real man identity if they are wealthy (and powerful) enough not to care what other men think.

Practical implications

The study provides new insights for targeting consumers in emerging export markets. Wine companies need to be aware that the purchase drivers in established markets may not be central to consumers in developing markets. In developing markets, wine consumption may be influenced by the normative gaze of peers which enacts, and is enacted by, societal gendered discourses. Crucially, a thorough understanding of consumer behavior leads to a more critical consideration for focused marketing strategies aimed at establishing relationships with customers in developing markets.

Originality/value

The study offers an original contribution to the barely existent body of knowledge on wine consumption in sub-Saharan Africa and gendered wine-drinking identity construction. Additionally, from a methodological perspective, no previous study on wine consumption has used a narrative identity approach to the fine-grained linguistic analysis of transcripts of stories elicited during research interviews.

Details

International Journal of Wine Business Research, vol. 33 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 10 April 2019

Bonnie Canziani and Natalia Velikova

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Abstract

Details

International Journal of Wine Business Research, vol. 31 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 14 March 2019

Dale F. Duhan, Shannon B. Rinaldo, Natalia Velikova, Tim Dodd and Brent Trela

Wine choices are not always fully understood by academic researchers or the industry. This paper aims to outline and test a theoretical model proposing that wine…

Abstract

Purpose

Wine choices are not always fully understood by academic researchers or the industry. This paper aims to outline and test a theoretical model proposing that wine consumption may be dependent on differences in consumer expertise, the hospitality situation, characteristics of the wine itself and an interaction of these variables.

Design/methodology/approach

Three empirical studies (total sample size = 356) tested these theoretical propositions. Consumers with varying levels of wine knowledge were presented with experimental vignettes showing videos of wine opening and pouring and were asked to pair wines with hospitality situations.

Findings

Study 1 found that consumers with low product knowledge were more sensitive to hospitality situations and extrinsic product attributes (closures) than were the experts. Study 2 found that wine hospitality situations fall into three predicted categories, namely, food, friends and formality, although contrary to prediction, the presence of food was the weakest predictors. Study 3 demonstrated the robustness of the three-dimensional structure of wine hospitality situations.

Practical implications

These studies provided important practical information because targeting various market segments requires the industry to know what product attributes are favored by different groups of consumers different situations.

Originality/value

Previous researchers have discussed the difficulty of measuring consumption situations. By limiting these studies to wine consumption within hospitality situations, the authors learned much about how consumers’ characteristics, product attributes and the situations interact to influence not only product assessments but also choices.

Details

International Journal of Wine Business Research, vol. 31 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 12 March 2018

Mansour Talal Alansari, Natalia Velikova and Tun-Min (Catherine) Jai

The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking…

Abstract

Purpose

The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market.

Design/methodology/approach

Modifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model.

Findings

When consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth.

Originality/value

The study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

研究目的

本研究旨在于探索酒店消费者对于酒店Twitter营销的态度以及酒店Twitter营销对打造酒店品牌、消费者预订酒店行为、和电子口碑营销的影响。由于Twitter在沙特阿拉伯地区的广泛流行,本研究将沙特阿拉伯为案例进行调研。

研究设计/方法/途径

本研究在前人建立的社交媒体营销有效性模型的基础上,进行改进创新,并且实地调研了消费者对于酒店Twitter营销账户的态度。本研究采用网上问卷采样的方式,样本经过验证性因子分析法和结构方程模型的分析,来进行模型的测试。

研究结果

本研究表明,当消费者对于酒店Tweets持有积极态度的时候,他们对于酒店Twitter账户也同样保持积极态度,同时这种积极态度也会增进他们对于酒店品牌的认知,消费者更加愿意预订酒店房间,以及为酒店电子口碑营销。

研究原创性/价值

本研究结果对于酒店行业中社交媒体的营销有效性的探索有着积极贡献。

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 1
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 9 October 2017

Natalia Velikova, Lisa Slevitch and Kimberly Mathe-Soulek

Practitioners and researchers are persistently trying to identify critical product/service attributes that generate greater customer satisfaction, which in turn yields…

Abstract

Purpose

Practitioners and researchers are persistently trying to identify critical product/service attributes that generate greater customer satisfaction, which in turn yields multiple positive outcomes for the business. However, traditional measuring of attribute performance does not account for a non-linear nature of the relationship between attribute performance and customer satisfaction. The purpose of this paper is to apply an alternative method – penalty-reward contrast analysis (PRCA) grounded in Kano model – to a wine festival setting and to estimate the effects of each attribute on the overall satisfaction.

Design/methodology/approach

The aim of the study is to use a self-administered survey distributed to attendees of a large wine festival in the USA, resulting in a sample of 250 festival attendees.

Findings

Personnel and entertainment were considered “must-be” or basic factors for wine festivals. Failing to deliver on these dimensions will lead to attendees’ frustration and is likely to outweigh positive impact of other factors. Wine was considered to be a linear, or performance, factor with symmetrical positive and negative impact on satisfaction. Food and facilities were non-significant in predicting customer satisfaction.

Practical implications

Given that most wine festivals operate with rather scarce resources in a competitive environment, using an approach that helps determine how limited resources are best deployed to achieve the highest levels of customer satisfaction is beneficial for the industry. The study provides new insights to wine festivals managers as to how drivers of satisfaction may vary according to attributes of both the festival and the attendees.

Originality/value

The study adopts the novel approach of the PRCA in its application to wine festivals, making the study unique and noteworthy. It brings new knowledge about quality components of wine festivals and adds support to the new evaluation tool.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 10
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 23 December 2019

Matthew J. Bauman, Natalia Velikova, Tim Dodd and Trey Blankenship

The purpose of this study is to examine generational differences in consumer Web 2.0 information source adoption for wine purchasing decisions, particularly social media…

Abstract

Purpose

The purpose of this study is to examine generational differences in consumer Web 2.0 information source adoption for wine purchasing decisions, particularly social media and internet-based sources.

Design/methodology/approach

An online survey resulted in 276 responses from wine consumers residing in Texas, USA. Information source usage was tested in two common purchasing situations: for casual and formal consumption. Chi-square analyses and ANOVA were used to examine differences among the generational cohorts in their use of information sources, levels of objective and subjective wine knowledge, wine involvement and risk perception for the two purchasing situations.

Findings

Younger consumers were found to be significantly more inclined to use Web 2.0 information sources, such as wine blogs, wine applications, their contacts’ recommendations on social media and wine experts on social media. Older consumers were more likely to use their own wine knowledge. Of greater interest is that in terms of their reliance on various wine information sources, Generation X behaves as the bridge between Generation Y and Baby Boomers. Generational differences regarding wine involvement, wine knowledge and risk perception also support this notion.

Practical implications

The results of this study reinforce the need for wineries to adopt or create strategic initiatives using Web 2.0 elements. This study also suggests that depending on the purchasing context, consumers use certain information sources more than others.

Originality/value

This research extends the understanding of the information acquisition process by expanding the types of information sources, and also yields valuable insights for consumers’ off-premise wine purchasing decisions.

Details

International Journal of Wine Business Research, vol. 32 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 26 February 2019

Natalia Velikova, Bonnie Canziani and Helena Williams

Wine is an important profit center for restaurants. The purpose of this paper is to address some of the challenges and opportunities at the nexus of wine and hospitality…

Abstract

Purpose

Wine is an important profit center for restaurants. The purpose of this paper is to address some of the challenges and opportunities at the nexus of wine and hospitality, with an eye on relationship building between smaller wineries and dining establishments.

Design/methodology/approach

The paper is essay style with acknowledgments made to extant literature, as well as US industry-based intelligence.

Findings

Primary challenges facing small wineries trying to enter the restaurant market revolve around constraints imposed by the traditional distribution system mindset, as well as pricing issues affecting procurement and markup of wine for restaurant use, limited abilities to provide sufficient inventory and the lack of time and people resources. Counterpoint discussion reveals opportunities related to increased focus on experience-based wine sales in restaurants, the importance of the story and the value of co-branding.

Practical implications

Partnerships with restaurants can be a delicate yet desirable part of a small winery’s strategy. The key is to develop a mutually beneficial relationship, while fulfilling the objectives and missions of both winery and restaurant. When wineries and restaurants carve out the time and invest the people resources to successfully and purposefully co-brand, optimum symmetry is formed which leads to mutually valued dining and special gastronomic experiences for the winery/restaurant partners and their customers.

Originality/value

In a viewpoint format, the paper outlines and discusses the key elements of relationship building between small wineries and restaurants.

Details

International Journal of Wine Business Research, vol. 31 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 3 April 2017

Sophie Ghvanidze, Natalia Velikova, Tim Dodd and Wilna Oldewage-Theron

Over the last few decades, consumers’ concerns for healthier lifestyles and the environment have become the driving forces for forming food-buying intentions. The purpose…

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Abstract

Purpose

Over the last few decades, consumers’ concerns for healthier lifestyles and the environment have become the driving forces for forming food-buying intentions. The purpose of this paper is to investigate the impact of product attributes regarding nutrition and health benefits of products, the environmental impact of production and social responsibility of producers on consumers’ food and wine choices.

Design/methodology/approach

The empirical analysis is based on an online survey conducted in the USA, the UK and Germany, and incorporates a discrete choice experiment with visual shelf simulations.

Findings

Price and nutrition information are much more influential on consumers’ food choices than information about social responsibility of producers or the ecological impact of production. Product attributes emphasizing the ecological impact of production and social responsibility of food producers are specifically valued by consumers with high levels of environmental consciousness and by those concerned about goods production. Consumers who are health conscious regarding their lifestyle and diets derive high utility values from the nutritional information of the product.

Practical implications

The study contributes to an understanding of how to promote healthier food and wine choices and social and environmental responsibility of food and wine producers in various markets.

Originality/value

The study offers a comparison of product attributes concerning ecological, social, nutrition and health benefits of the product; as well the investigation of congruent interrelationships between the consumers’ values and related product attributes in three culturally distinct consumer groups.

Details

British Food Journal, vol. 119 no. 4
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 November 2015

Natalia Velikova, Steve Charters, Tatiana Bouzdine-Chameeva, Joanna Fountain, Caroline Ritchie and Tim H. Dodd

– This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.

Abstract

Purpose

This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.

Design/methodology/approach

The study was conducted in four markets, comprising the USA, New Zealand, France and the UK. The data were collected via a structured questionnaire through a combination of survey administration modes (pen-and-paper and online). Descriptive statistics, chi-square, factor analysis and ANOVA were used for analysis.

Findings

One of the key findings revolves around the construction of the perceived image of rosé and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rosé in four different market structures, shaped by different cultural and image management issues.

Practical implications

The most crucial implication of this research is the cultural variation in consumer attitudes toward rosé wine and its impact on marketing strategies to effectively target rosé consumers in different markets.

Originality/value

The vast majority of studies on wine consumer behaviour focus on red or white wines, whereas research on consumption of rosé is virtually non-existent. However, recent market trends indicate a growing popularity of rosé wine around the world. The current study is the first to concentrate on rosé as the focal point of research investigation. The study not only offers insights on the perceived image of rosé based on empirical data, but also provides a broader cross-cultural perspective on how this image varies in different markets.

Details

International Journal of Wine Business Research, vol. 27 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 15 June 2015

Natalia Velikova, Roy D. Howell and Tim Dodd

The purpose of this paper is to address the issue of objective knowledge operationalisation with specific focus on varying levels of scale items’ difficulty. The ultimate…

Abstract

Purpose

The purpose of this paper is to address the issue of objective knowledge operationalisation with specific focus on varying levels of scale items’ difficulty. The ultimate goal of the study was to develop a scale to measure objective wine knowledge, which would address the domain of wine knowledge and differentiate varying levels of consumer wine knowledge.

Design/methodology/approach

The process of items’ development was guided by recommendations suggested by DeVellis (2003) in his influential work on theory and application of scale development. Examination of items’ performance was conducted through a series of field tests with consumer samples (N = 756) in a US wine region. Item response theory (IRT) approach was applied for items’ testing. The developed items were analysed using the two-parameter logistic model in Mplus Version 5.

Findings

The study offers a 44-item test suitable for assessing wine knowledge across a broad spectrum of expertise. For example, if the goal is to assess wine knowledge differences among relatively knowledgeable respondents, a subset of more difficult items could be chosen. Alternatively, a test for novices could be constructed from easier scale’s items.

Research limitations/implications

For researchers, the study offers conceptualisation of the wine knowledge domain, suggests a parsimonious instrument to measure the construct, offers a valid and reliable measure for use in testing theories of consumer knowledge and provides empirical evidence of the value and usefulness of the developed scale.

Practical implications

For professionals, the proposed test may be used to test consumer knowledge and to help assess a prospective employee’s general knowledge of wine. The test can also be given at hospitality programs, outreach and continuing education programs.

Originality/value

The current paper takes an alternative approach to classical test theory and offers an objective wine knowledge scale tested through IRT. This approach avoids shortcomings associated with classical measurement and offers an original scale that can discriminate among respondents with different levels of wine knowledge.

Details

International Journal of Wine Business Research, vol. 27 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

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