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Article
Publication date: 1 January 2001

Larry Lockshin and Tony Spawton

Wine tourism is a major public relations medium and for many wineries a major source of revenue. This article uses theories of brand equity to develop cellar door strategies…

1849

Abstract

Wine tourism is a major public relations medium and for many wineries a major source of revenue. This article uses theories of brand equity to develop cellar door strategies. These theories are supported by previous research into product involvement with wine, which shows that high and low involvement wine buyers behave differently. The two segments must be catered for differently if a winery is to build its overall reputation and brand equity. Wineries can enhance their long‐term market‐based assets through building customer relationships at cellar door. Strategies and examples are provided.

Details

International Journal of Wine Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 11 January 2024

Fengxia Shi, Qiushi Gu and Ting Zhou

Exploring the determinants of a winery brand reputation (BR) and how those determinants interact is vital for the sustainable development of wineries as well as the growth of the…

Abstract

Purpose

Exploring the determinants of a winery brand reputation (BR) and how those determinants interact is vital for the sustainable development of wineries as well as the growth of the wine industry as a whole. This study aims to test an integrated model to better understand the observed measurement constructs of winery brand reputation, including collective reputation (CR), wine label (WL), expert opinion (EO), social media advertising (SMA) and consumer wine knowledge (CWK).

Design/methodology/approach

In-depth interviews, an expert panel review and a pilot study were conducted to examine and improve the observed variables. A questionnaire survey was conducted as the main data source for the study. A total of 616 valid questionnaire responses were collected from 102 cities in mainland China and Hong Kong, Macao and Taiwan from December 2021 to April 2022. Structural equation modeling was conducted for the data analysis.

Findings

This study supported 9 of the 18 proposed theoretical hypotheses. WL, EO and SMA had positive effects on BR. CWK was found to have a moderating effect on the relationship between expert opinions/social media advertising and brand reputation.

Research limitations/implications

The results of this study can guide wine practitioners, researchers and administrators in brand development, label regulation and consumer education.

Originality/value

To the best of the authors’ knowledge, this is the first attempt to examine the determinants of winery brand reputation among Chinese wine consumers. This study explains the mechanism of winery brand reputation, demonstrating the dynamics and effects of the observed measurement constructs on brand reputation.

Details

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

Keywords

Article
Publication date: 7 September 2023

Argho Bandyopadhyay, John Hall, Ho Yin Wong, Larry Lockshin, Yunen Zhang and Park Thaichon

This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine

Abstract

Purpose

This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.”

Design/methodology/approach

The authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey.

Findings

By testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.

Originality/value

This study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 9 November 2010

Catherine Viot and Juliette Passebois‐Ducros

The purpose of this paper is to show that the branded wine concept refers to a very heterogeneous category as regards wine made in France, but this sort of wine can appeal to…

3653

Abstract

Purpose

The purpose of this paper is to show that the branded wine concept refers to a very heterogeneous category as regards wine made in France, but this sort of wine can appeal to certain types of consumers.

Design/methodology/approach

An initial qualitative study was carried out to explore consumer representation as regards branded wine. A second, quantitative, study enabled us, through a cluster analysis, to identify brand‐sensitive consumer segments in the wine field.

Findings

There is a divergence in consumer representation between novices and experts. The former considers A.O.C.s (Appellation d'Origine Contrôlée, a French official label of protected geographical indication) and regions as brands while the latter have a narrower vision of what a branded wine means. The “discoverers”, the youngest consumers (18‐29 years old), who are interested in wine and have little knowledge of it are most liable to be influenced by wine brands. The novices and routine consumers are also brand sensitive but to a lesser degree. The experts, on the other hand, are not influenced by brands.

Research limitations/implications

The influence of the brand derives from the declarative. A more indirect measure which mixes the brand with other wine attributes would be preferable. The use of a sample of convenience means results can only be generalized with caution.

Practical implications

There indeed exists a place for branded wines on the French market but an association is needed with other attributes such as the origin and/or the grape variety.

Originality/value

Little research has been devoted to the French consumer's acceptance of branded wines.

Details

International Journal of Wine Business Research, vol. 22 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 March 1992

James Cawley

No brand of wine enjoys the market shares and premium prices obtained in other alcoholic beverage markets. Market conventions work to prevent a single brand having a large share…

Abstract

No brand of wine enjoys the market shares and premium prices obtained in other alcoholic beverage markets. Market conventions work to prevent a single brand having a large share. Uses an example of a structured new product development process to show the analysis and processes needed to overcome the factors constraining a wine brand. The analysis focuses on the central role of the designation of a wine as its key brand element. The process outlines the development of realistic looking dummy products carefully structured to explore the range of potential options when used in consumer research. Concludes that consumer‐based new product development processes could provide wine brands of similar size and strength to those found in other markets.

Details

International Journal of Wine Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 0954-7541

Keywords

Case study
Publication date: 1 May 2009

Armand Armand Gilinsky and Raymond H. Lopez

In October 2004, Mr. Richard Sands, CEO of Constellation Brands, evaluated the potential purchase of The Robert Mondavi Corporation. Sands felt that Mondavi's wine beverage…

Abstract

In October 2004, Mr. Richard Sands, CEO of Constellation Brands, evaluated the potential purchase of The Robert Mondavi Corporation. Sands felt that Mondavi's wine beverage products would fit into the Constellation portfolio of alcohol beverage brands, and the opportunity to purchase Mondavi for a highly favorable price was quite possible due to recent management turmoil at that company. However, should it be purchased, strategic and operational changes would be necessary in order to fully achieve Mondavi's potential value. In making a decision, students need to consider the attractiveness of the wine industry, its changing structure, its share of the overall market for beverages, and rival firms' strategies. As rival bidders may emerge for Mondavi's brands, Constellation must offer a price that demonstrates its serious intent to acquire Mondavi.

Details

The CASE Journal, vol. 5 no. 2
Type: Case Study
ISSN: 1544-9106

Article
Publication date: 26 January 2010

Johan Bruwer and Ray Johnson

The purpose of this paper is to explore different levels of place‐based marketing in the form of region of origin strategies used by wineries in their branding efforts. The…

7967

Abstract

Purpose

The purpose of this paper is to explore different levels of place‐based marketing in the form of region of origin strategies used by wineries in their branding efforts. The overall aim is to obtain insights into wine consumer dynamics such as product involvement level, consumption frequency and differences between segments on the basis of gender and age from a regional branding perspective.

Design/methodology/approach

Data collection took place by means of a highly‐structured online survey of wine consumers across the USA. The request to participate was directed to legal wine drinking age people of 21 years and older to 9,922 e‐mail boxes that yielded a response rate of 5.7 percent, finally resulting in 570 usable surveys.

Findings

Consumers used regional branding cues, information and images in their assessment and valuation of comparative wine labels. Almost without exception, the addition of regional information on a wine label increased consumer confidence in the quality of the product.

Research limitations/implications

Any follow‐on work to the study should also include a broader sampling of consumer types throughout the USA and comparisons made with the study to assess the validity of generalising the results here.

Practical implications

Regional branding efforts should be targeted at high wine product involvement consumers rather than their low involvement counterparts, as high involvement consumers are likely to be more influenced by brand‐based cues.

Originality/value

The paper is of value to academic readers, wine industry practitioners and regional trade and tourism associations and other commercial entities that market their products with regional branding cues.

Details

Journal of Consumer Marketing, vol. 27 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 January 2004

Trent Johnson and Johan Bruwer

Wine is widely regarded as a ‘complicated’ product and for the majority of consumers the purchasing of wine in the retail situation evokes considerable risk. Marketers are…

Abstract

Wine is widely regarded as a ‘complicated’ product and for the majority of consumers the purchasing of wine in the retail situation evokes considerable risk. Marketers are therefore constantly and increasingly trying to demystify wine in order to reduce the perceived risk levels of consumers in the purchase situation. Most previous research in the area of perceived risk literature tended to focus on the concept of risk and its measurement rather than on risk‐reduction. This study examined the preferred risk‐reduction strategies (RRS) employed by identified wine‐related lifestyle segments in the Australian wine market and linked these strategies to the wine retail environment. Relying on favourite brands or so‐called ‘safe brand’ buying was found to rank highest as a risk reduction strategy in the commercial (under $15 per bottle) and premium‐to super‐premium ($15‐$25) price ranges while the opportunity to try before buying ranked highest in the ultra‐premium ($25) price range. The results obtained have major implications for retailers and form the foundation for a competitive advantage. It also indicates the direction for future research in this strategically important area of wine consumer behaviour.

Details

International Journal of Wine Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 17 July 2009

Steve Charters

This conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature…

3336

Abstract

Purpose

This conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature, it has not previously been examined.

Design/methodology/approach

The paper uses the example of wine to explore the consumer's desire for consistency. The paper is not based on a specific research project, but rather reflects the findings of a number of projects, and of an engagement with commentators on wine over a number of years.

Findings

The paper suggests that rather than wine invariably being the same it is necessary for it to offer a regular standard of quality within varying external constraints, and that consumers may actually search out such inconsistency. By extension, it is argued that this is relevant for other goods, such as a foods and fashions, and aesthetic and ludic products.

Practical implications

It may be relevant for managers to build inconsistency into product design in some cases to give consumers the chance of involvement in brand co‐creation.

Originality/value

The paper examines an aspect of brands (consistency) not previously considered, and moves on the current debate about consumer participation in the development of brand meaning.

Details

Journal of Product & Brand Management, vol. 18 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 17 August 2012

Adam J. Mills, Leyland Pitt and Setayesh Sattari

Many audiences might view wine brand web sites as complex or unapproachable. Wine drinking is no longer a pastime of the affluent and elite; rather, it is increasingly popular…

1002

Abstract

Purpose

Many audiences might view wine brand web sites as complex or unapproachable. Wine drinking is no longer a pastime of the affluent and elite; rather, it is increasingly popular among younger consumer groups and those from broader socio‐economic backgrounds. In order to communicate effectively with newer consumer demographics, wine brand web sites must first and foremost be understandable and readable. The purpose of this paper is to investigate this issue, aiming to answer the question of whether the web sites of popular wine brands are readable or not.

Design/methodology/approach

To investigate the readability of consumer brand wine web sites, web site copy from the 20 most popular wine brands in the USA was calculated across multiple readability indices employing content analysis.

Findings

The findings suggest that, while certain target demographics may be assumed by grouping wine brand web sites based on readability measures, there are marked differences in readability across wine web sites of a similar nature that only serves to reinforce consumer confusion, rather than help remove it.

Originality/value

There is scant literature on readability in the wine business literature in general, and with regard to the readability of wine web sites in particular. The research highlights the need for those who communicate with a broad audience of wine consumers to give attention to web site content, and readability in particular. This is for two reasons: less sophisticated consumers will not respond to wine marketing messages they cannot understand, and more sophisticated wine drinkers will react more positively to messages that are clear and well‐written. Readability is equally important for these more sophisticated consumers.

Details

International Journal of Wine Business Research, vol. 24 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

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