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Article
Publication date: 15 June 2015

Ana Brochado, Rui Vinhas da Silva and Peter LaPlaca

The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers…

2474

Abstract

Purpose

The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits.

Design/methodology/approach

A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands.

Findings

Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning.

Practical implications

The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines.

Originality/value

This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.

Details

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

Keywords

Article
Publication date: 17 May 2022

Marc Dreßler and Ivan Paunovic

The purpose of this paper is to explore brand innovation practices in small and medium enterprise (SME) wineries to found mid-range theory of brand innovation and to explain the…

Abstract

Purpose

The purpose of this paper is to explore brand innovation practices in small and medium enterprise (SME) wineries to found mid-range theory of brand innovation and to explain the interaction between upstream and downstream brand innovation during brand (re)launch.

Design/methodology/approach

This study deploys a qualitative research method. Data was collected through semi-structured telephone interviews with winery owners and managers from 20 German wineries. The approach explored both product and product line brands, organizational brands regarding upstream and downstream innovation and their mutual interaction.

Findings

The analyzed wineries provide evidence for up- and downstream brand innovation in the wine industry, thereby confirming previous findings that the wine industry is increasingly driven not only by tradition but also by innovation. The cases demonstrate that upscale SME wineries are able to distinguish between upstream and downstream innovation and integrate them in a meaningful way. Furthermore, the results point to the importance of team knowledge sharing and professional networks for successful upstream brand innovation, as well as social media for downstream brand innovation.

Originality/value

This paper presents a novel mid-range theory of brand innovation in winery SMEs, where resource constraints and a frugal approach to innovation demand for an integrated, hands-on approach.

Details

International Journal of Wine Business Research, vol. 35 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 22 March 2011

Marta Fernández‐Olmos

The aim of this research is to determine how trust might moderate the effect of asset specificity on the contractual choice.

1363

Abstract

Purpose

The aim of this research is to determine how trust might moderate the effect of asset specificity on the contractual choice.

Design/methodology/approach

The sample is drawn from the qualified appellation of origin (DOCa) Rioja wine market. A binomial logit was used as the primary technique for investigation of the hypothesis for the final sample size of 68 observations (34 oral contracts and 34 written contracts).

Findings

The evidence presented in this paper points to the fact that asset specificity, the most important characteristic in transaction cost economics, will not be a strong predictor of the level of contract formalisation for transactions that enjoy a high level of trust.

Research limitations/implications

This study has important limitations that imply caution in generalising the findings. First, the agrarian legal framework is likely to alter the effectiveness of formal contracts as governance devices. Another limitation of this analysis is that it is not a dynamic analysis and, hence, it does not consider the possibility of trust emerging over time.

Practical implications

It is suggested that the possession of trust between contractual parties allows them to reduce transaction costs without resorting to a high level of contractual formalisation.

Originality/value

This paper is useful for practitioners and academics in the field of contractual choice. The research provides some initial insight into the moderating influence of trust on the relationship between asset specificity and level of contractual incompleteness in the viticulture sector.

Details

British Food Journal, vol. 113 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 June 2012

Weihua Jiao, Zetian Fu, Weisong Mu, Neil McLaughlin and Mark Xu

Table grape is one of the most important horticultural crops in China. However, quality and safety have become major constraints for the further development of the Chinese table…

1033

Abstract

Purpose

Table grape is one of the most important horticultural crops in China. However, quality and safety have become major constraints for the further development of the Chinese table grape industry, which is dominated by small‐scale vinegrowers. Strategic partnership has been regarded as an effective mechanism to manage the supply chain. The purpose of this paper is to examine the impact of a supply chain model based on different strategic partnerships on the effect of safety and quality control and small‐scale vinegrowers' performance.

Design/methodology/approach

The field survey was performed in seven representative districts in China, including Inner Mongolia, Gansu, Tianjin, Liaoning, Shandong, Jiangsu and Zhejiang Provinces. A semi‐structured interview was adopted as the data collection method. Both quantitative and qualitative data were generated and analyzed in this research. All quantitative analyses were conducted using EXCEL 2003 version and a comparative analysis was conducted to test the hypotheses.

Findings

The results show that modern supply chains are more efficient than the traditional one in improving the effect of safety and quality control and small‐scale vinegrowers' performance.

Originality/value

This paper first identified different models of table grape supply chain based on different strategic partnerships, and then analyzed the impact of supply chain model on the effect of quality and safety control and small‐scale vinegrowers' performance. It concludes with some policy suggestions relative to further development of the table grape industry in China.

Article
Publication date: 1 February 2001

This established Wine Marketing Course is organised in conjunction with Adelaide University's internationally renowned Wine Business Group, the world's first source of formal…

Abstract

This established Wine Marketing Course is organised in conjunction with Adelaide University's internationally renowned Wine Business Group, the world's first source of formal university wine marketing programmes and home of the world famous Roseworthy degrees in Viticulture and Oenology. It is aimed at delegates in middle management and senior positions with some years' experience in the wine trade, English vineyards or the retail sector.

Details

International Journal of Wine Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 0954-7541

Article
Publication date: 5 June 2009

Montserrat Costa‐Font, Teresa Serra, Maria Gil and Anna Gras

The viticulture sector represents a conspicuous part of the Catalan agricultural and agro food sector. While wine production in Catalonia has been increasing markedly over the…

Abstract

Purpose

The viticulture sector represents a conspicuous part of the Catalan agricultural and agro food sector. While wine production in Catalonia has been increasing markedly over the first half of the 2000s, prices that grape producers receive have steadily declined threatening their standard of living. This has raised social and political concerns and calls for a better understanding of its causes. This paper aims to comprehend the sources of such price crisis.

Design/methodology/approach

A Delphi survey is conducted during 2005 among a panel of 27 wine sector experts.

Findings

The results find that experts agree in considering wine surplus and imperfect price transmission as the main causes determining low farm‐gate prices in the Catalan wine sector.

Originality/value

The analysis aims at characterizing the food marketing chain for wine products in Catalonia by quantifying the trade flows occuring within this chain. This paper is the first attempt in Catalonia and Spain to quantify and characterize such flows.

Details

International Journal of Wine Business Research, vol. 21 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 20 November 2017

Ilinka Terziyska

The purpose of this paper is twofold – on the one hand, to introduce a framework for benchmarking of wine regions and on the other, to analyze the activities of wineries in…

Abstract

Purpose

The purpose of this paper is twofold – on the one hand, to introduce a framework for benchmarking of wine regions and on the other, to analyze the activities of wineries in Bulgaria with a clear focus on tourism.

Design/methodology/approach

The research design includes secondary data and content analysis, which are complemented by a survey among wine cellar owners and managers in the country, including respondents from all five wine regions.

Findings

The paper has identified several problems that impede wine tourism development in Bulgaria, including: small number of wineries, small share of Protected Designation of Origin wines, ineffective business hours structure and small share of wineries offering additional services beyond tasting or cellar-door sales. On the other hand, wineries in Bulgaria conform to international trends in terms of providing accommodation, restaurant and SPA treatments. The survey revealed that tourism-hosting wineries consider wine tourism an important part of their activity but do not succeed in attracting a sufficient number of visitors, and the share of tourism-related revenues to their total incomes is small.

Research limitations/implications

The survey included all the wineries in the country; in one of the regions (the Black Sea region), however, the response rate was very low, which means that while results and conclusions are representative for the country as a whole, they might not be applicable to this specific region.

Originality/value

The research results refer to an emerging wine destination, which has not been the object of a comprehensive study yet. In addition, the proposed update of an existing benchmarking model reflects recent changes and trends in the wine tourism industry.

Details

International Journal of Wine Business Research, vol. 29 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 22 August 2008

Robert J. Harrington and Michael C. Ottenbacher

This exploratory study aims to investigate the national adoption of international wine industry trends in Germany. Specifically, the paper consider this adoption as perceived by…

Abstract

Purpose

This exploratory study aims to investigate the national adoption of international wine industry trends in Germany. Specifically, the paper consider this adoption as perceived by luxury German wine producers in three wine regions. This study addresses two main questions: what impact do regional German traditions have on techniques used by small wine producers in the super‐premium + segment? Are these traditions balanced with the adoption of New World techniques and trends in viticulture and viniculture?

Design/methodology/approach

Due to the complex nature of the research questions and to provide rich, meaningful descriptions, this study adopted a qualitative method. The researchers did semi‐structured interviews with five highly respected German winemakers in the Rheingau, Württemberg and Baden regions.

Findings

This study shows that German wine producers are heavily influenced by Old World philosophy and traditions as well as New World concepts and technology. Successful wine producers appear to create a balance between the gastronomic identity of the region with advantages of new technologies, business models and trends. Research limitations/implications – The study has been conducted in only three wine regions in Germany. In addition, this study employed the case study approach. Future research could use large sample proposition testing to investigate if the findings from this study can be statistically confirmed and are applicable to other countries.

Practical implications

German wine producers can learn much from New World business models. In particular, revised organizational forms that allow wine producers increased access to travel and promotion of products can assist in increasing demand for quality products as well as on‐going learning through interaction with others in the industry.

Originality/value

German wine is an important subject for academic study, however, it is under‐researched. This exploratory study provides several implications for small to medium‐sized wine producers in Germany.

Details

International Journal of Wine Business Research, vol. 20 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 22 February 2024

Yumeng Feng, Weisong Mu, Yue Li, Tianqi Liu and Jianying Feng

For a better understanding of the preferences and differences of young consumers in emerging wine markets, this study aims to propose a clustering method to segment the super-new…

Abstract

Purpose

For a better understanding of the preferences and differences of young consumers in emerging wine markets, this study aims to propose a clustering method to segment the super-new generation wine consumers based on their sensitivity to wine brand, origin and price and then conduct user profiles for segmented consumer groups from the perspectives of demographic attributes, eating habits and wine sensory attribute preferences.

Design/methodology/approach

We first proposed a consumer clustering perspective based on their sensitivity to wine brand, origin and price and then conducted an adaptive density peak and label propagation layer-by-layer (ADPLP) clustering algorithm to segment consumers, which improved the issues of wrong centers' selection and inaccurate classification of remaining sample points for traditional DPC (DPeak clustering algorithm). Then, we built a consumer profile system from the perspectives of demographic attributes, eating habits and wine sensory attribute preferences for segmented consumer groups.

Findings

In this study, 10 typical public datasets and 6 basic test algorithms are used to evaluate the proposed method, and the results showed that the ADPLP algorithm was optimal or suboptimal on 10 datasets with accuracy above 0.78. The average improvement in accuracy over the base DPC algorithm is 0.184. As an outcome of the wine consumer profiles, sensitive consumers prefer wines with medium prices of 100–400 CNY and more personalized brands and origins, while casual consumers are fond of popular brands, popular origins and low prices within 50 CNY. The wine sensory attributes preferred by super-new generation consumers are red, semi-dry, semi-sweet, still, fresh tasting, fruity, floral and low acid.

Practical implications

Young Chinese consumers are the main driver of wine consumption in the future. This paper provides a tool for decision-makers and marketers to identify the preferences of young consumers quickly which is meaningful and helpful for wine marketing.

Originality/value

In this study, the ADPLP algorithm was introduced for the first time. Subsequently, the user profile label system was constructed for segmented consumers to highlight their characteristics and demand partiality from three aspects: demographic characteristics, consumers' eating habits and consumers' preferences for wine attributes. Moreover, the ADPLP algorithm can be considered for user profiles on other alcoholic products.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Book part
Publication date: 1 May 2013

Sarah W. Nelson and Charles L. Slater

This introductory chapter provides background information and an organizational structure for the book. The authors begin with a brief history of the research project that…

Abstract

This introductory chapter provides background information and an organizational structure for the book. The authors begin with a brief history of the research project that undergirds the work presented in each chapter. Drawing from the fields of enology and viticulture, the authors introduce the concepts of terroir, millerandage, and appellations as section headings that help to frame brief descriptions of each chapter. The authors conclude with an invitation for the reader to engage with the authors in a discussion about the contents of the book.

Details

Understanding the Principalship: An International Guide to Principal Preparation
Type: Book
ISBN: 978-1-78190-679-8

11 – 20 of 573