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1 – 10 of over 11000Seema Bhardwaj, Ritika Chopra and Eugene Cheng-Xi Aw
The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs…
Abstract
Purpose
The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.
Design/methodology/approach
This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.
Findings
The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.
Originality/value
The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.
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Raffaele Campo, Pierfelice Rosato and Enrico Battisti
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…
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.
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Dannielle K. Wright, Hyunsun Yoon, Alastair M. Morrison and Tina Šegota
This paper aims to review and map the landscape of luxury wine consumption in multidisciplinary literature. It highlights the key themes of analysis, consumer markets and common…
Abstract
Purpose
This paper aims to review and map the landscape of luxury wine consumption in multidisciplinary literature. It highlights the key themes of analysis, consumer markets and common behaviours of luxury wine consumption.
Design/methodology/approach
The paper analyses 85 articles on luxury wine consumption using Leximancer and content analysis.
Findings
Six main topics in the extant literature are identified as follows: product perception, wine price, wine information, consumption behaviour, group and China market. Our study revealed the shift in luxury consumption towards affordability, availability, middle-class, younger consumers and predominantly Asian markets.
Research limitations/implications
As a follow-up to this research, empirical research on luxury wine consumption is needed to establish more precise definitions of terms.
Social implications
Wine as a product is susceptible to social changes and preferences, positioning it between old and common luxury.
Originality/value
This research offers theoretical insights into research on luxury wine, including how the literature reflects recent societal changes. It also provides a roadmap for future research in this field.
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Mark A. Bonn, Meehee Cho and Hyemi Um
Wine as a research topic continues to address a plethora of diverse contexts. In consideration of this scope and abundance of wine literature, this study aims to provide guidance…
Abstract
Purpose
Wine as a research topic continues to address a plethora of diverse contexts. In consideration of this scope and abundance of wine literature, this study aims to provide guidance for future meaningful contributions to this existing body of wine knowledge through a comprehensive scholarly review.
Design/methodology/approach
A total of 22 wine business, hospitality and tourism journals were selected and used to identify 739 refereed articles addressing wine-related topics over a 26-year period from 1990 to 2015. This was segmented using five wine research time frames, which were then separately investigated using content analysis and keyword network analysis.
Findings
Results support the importance for continued refinement of certain research areas to add understanding to wine research. In particular, the topics of marketing and tourism pertaining to wine research have fragmented into much more specialized sub-segments over this 26-year period.
Research limitations/implications
Limitations include generalizability of findings because of the study’s use of 22 journals, along with the selected 26-year period. Future research should examine other time periods using other publications in peripheral and in non-related areas to seek topics potentially and inadvertently overlooked by this process. Significant topics and trends regarding wine research were identified and classified according to time periods. Information has been provided for future directions and new research agendas.
Originality/value
Based upon an examination of time periods segmented by half-decades, keyword network analysis was used to explore wine research trends. Using keyword network analytics, this method for identifying networks between key words produced findings that have brought the literature regarding wine research to a current status allowing academics to gain insights into potential direction for future research needs.
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Marc Michaud, Eduardo Segarra and Tim Dodd
This study estimates the economic impacts of the Texas wine and wine grape industry on the Texas economy by marketing channel. Survey data from the state's vineyards and wineries…
Abstract
This study estimates the economic impacts of the Texas wine and wine grape industry on the Texas economy by marketing channel. Survey data from the state's vineyards and wineries for 1996 is used to construct an input‐output model of the Texas economy and an industry impact framework using IMPLAN. Results show that the total core economic impacts of the Texas wine and wine grape industry were $85.8 million in output impacts, 1,157 jobs, $29.6 million in income impacts, and $46.6 million in total value added impacts in 1996. Much of these core economic impacts were attributable to the retail and restaurant marketing channels.
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Liz Thach, Steve Charters and Laurence Cogan-Marie
The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or…
Abstract
Purpose
The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes.
Design/methodology/approach
A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature.
Findings
Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation.
Originality/value
This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.
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Linda D. Hollebeek and Roderick J. Brodie
The purpose of this paper is to develop a conceptual model that examines wine channels typified by differing levels of service orientation, and resulting branding implications…
Abstract
Purpose
The purpose of this paper is to develop a conceptual model that examines wine channels typified by differing levels of service orientation, and resulting branding implications based on consumer involvement and value co‐creation properties. Examples of channels characterised by relatively low levels of organisational service provision include supermarket retailing, while higher levels of service orientation are found in channels such as restaurants and wine tourism. The model thus provides a framework for analysis of wine branding across distribution channels characterised by differing levels of service orientation.
Design/methodology/approach
A literature review addressing service provision in wine marketing, consumer involvement and needs, value co‐creation and branding is proposed in the paper.
Findings
An integrative conceptual model and associated research issues are derived from a review of relevant literature.
Research implications
The paper provides a research agenda for involvement‐based wine branding across more traditional, external marketing‐oriented channels (e.g. supermarket retailing) and emerging, more interactive/relational wine marketing service sectors (e.g. restaurateurs, tourism).
Originality/value
The paper provides a deeper understanding of wine marketing in growing forms of service‐based wine channels.
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Frances Edwards and Gillian Mort
It is intended to explore the use of an interesting researchmethodology in the relatively unresearched area of wine marketing. Theliterature on wine marketing is briefly reviewed…
Abstract
It is intended to explore the use of an interesting research methodology in the relatively unresearched area of wine marketing. The literature on wine marketing is briefly reviewed, wine as a product discussed, the concept of opinion leadership is examined, and the verbal protocol research method explained. The project currently under way will then develop a model of expert wine tasting, confirm and refine it, from which marketing and research implications will be drawn.
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Damien Wilson, Maxwell Winchester and Michael S. Visser
This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US…
Abstract
Purpose
This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.
Design/methodology/approach
Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.
Findings
Results confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.
Originality/value
Although it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.
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Sally Harridge‐March and Sarah Quinton
Managing potential customers' perception of risk is essential to successful Internet wine retailing. If on‐line providers can minimise risk thus instilling a level of trust, then…
Abstract
Managing potential customers' perception of risk is essential to successful Internet wine retailing. If on‐line providers can minimise risk thus instilling a level of trust, then the initiation of an on‐line purchasing relationship can commence. This paper reviews the literature surrounding trust and risk and describes early findings of the elements of trust based on recent primary research. In addition, the paper develops an illustrative framework showing the links between the elements of trust and the parameters of risk for on‐line wine purchasing. Finally, the paper offers recommendations to on‐line wine providers to encourage trust, and these are outlined under the three discrete functions of an on‐line provider: site design, marketing and the e‐tailing function, on‐line wine purchasing. Finally, the paper offers recommendations to on‐line wine providers to encourage trust, and these are outlined under the three discrete functions of an on‐line provider: site design, marketing and the e‐tailing function.
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