ORCID Profile
0000-0002-3542-1185
Current Organisation
University of Cape Town Graduate School of Business
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Publisher: Wiley
Date: 05-2013
DOI: 10.1002/PA.1471
Publisher: Emerald
Date: 22-03-2011
DOI: 10.1108/17511061111121380
Abstract: The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media. 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. 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. 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. 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.
Publisher: Emerald
Date: 23-08-2011
DOI: 10.1108/17511061111163078
Abstract: The purpose of this paper is to address the issues of luxury gift giving and the giving of luxury wines as gifts from a conceptual perspective. The article considers the OA (aesthetic and ontology) model as proposed by Berthon et al. that permits the integration of various conceptualisations of different authors in the area of luxury branding. The model offers a typology of luxury brands that draws on Heidegger's theory of arts and Whitehead's process philosophy. This means that one can differentiate luxury brands along two dimensions: aesthetics and ontology. The paper contends that the four modes as set out in the AO model of Berthon et al. can be used as a typology of luxury wines, from both gift giving, and gift receiving, perspectives. Luxury wine marketers can make use of the proposed typology to target wine gift givers effectively, by understanding where on the proposed matrix both the giver and the receiver are positioned. The four modes that emerge can be seen as different target markets, with different motivations and different behaviors with regard to luxury wines as gifts. By applying the OA model to luxury wines and specifically to the giving and receiving of luxury wines, this paper offers wine marketers the insight to formulate different marketing mix strategies based on the different target markets that emerge from the proposed model.
Publisher: Springer Science and Business Media LLC
Date: 07-10-2012
DOI: 10.1057/BM.2011.53
Publisher: Emerald
Date: 04-11-2019
DOI: 10.1108/EEMCS-05-2019-0107
Abstract: The learning outcomes are as follows: understanding online, traditional and omnichannel retail and the challenges and benefits of each method evaluating the effect of consumer buying behaviour on a company’s growth strategy assessing the effect of changing industry dynamics and technology on consumer behaviour and understanding the role of consistent customer experience across different retail mediums. This case looks at Yuppiechef, a successful e-commerce business, and their move from “clicks to bricks” with the introduction of retail stores. Founder and CEO of Yuppiechef, Andrew Smith, shares the current business status and considers how to maintain the brand’s culture with the growth of retail and being an omnichannel pioneer. The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce. This teaching case is intended to be used as case study in postgraduate business programmes such as Master of Business Administration (MBA), a specialist masters’ programme such as MM (Entrepreneurship), post-graduate diploma in management (PGDip), as well as selected executive education programmes. Teaching Notes are available for educators only. CSS 8: Marketing.
Publisher: Elsevier BV
Date: 07-2014
Publisher: Emerald
Date: 07-11-2016
DOI: 10.1108/EEMCS-05-2016-0070
Abstract: This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework. This case is appropriate for an undergraduate or graduate-level programme in marketing management. Suzanne Stevens was part of a group of four former senior employees of a large life insurance firm that decided to establish a new and innovative South African insurance company, BrightRock. They identified a gap in a large and highly competitive (albeit generic and opaque) insurance market and developed a distinctive positioning within the market. There was low consumer understanding of the technical aspects of life insurance products, and no existing life insurance product provided an in idualized offering. Stevens developed the company’s brand and marketing strategy by drawing on reputation drivers, traditional advertising and a content marketing approach. BrightRock focused on change moments in consumers’ lives, including getting married, having children or getting a new job, and changed the standard insurance product model by launching an in idualized flexible product that could adapt with the consumer through their various life stages. The case study documents the first three years of BrightRock’s operations, with a strong focus on brand and product development, distribution and communication. The case dilemma involves choices Stevens faced at the beginning of 2015 about marketing investments across paid, earned and owned media. This study enables to critique the development of a services brand integrate paid, owned and earned media to increase communication effectiveness and efficiency and critique a content marketing strategy. Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. CSS 8: Marketing.
Publisher: AOSIS
Date: 30-06-2011
Abstract: While branding is an area that is extensively studied in the marketing literature, there is a noticeable lack of attention to the study of luxury brands, and even more so from an online perspective. In this exploratory study, we make use of the content analysis software Leximancer to comprehend the consumer feedback around conversations about luxury brand ads posted online.We study consumer comments posted on YouTube around three different luxury brands and analyse these comment in order to find meaning among the large volume of consumer discussion. We attempt to shed some light on how these conversations can be tracked and interpreted in order to gain valuable insight into the consume's role in advertising through discussing the ads for well known luxury brands that were chosen for this study and the subsequent reactions to them. We go on to discuss the Leximancer tool that can be used for deciphering and interpreting the consumer conversations surrounding these ads and the results of the analysis. We conclude by acknowledging the limitations of this methodology, identifying implications for managers, and suggesting avenues for future research.
Location: South Africa
Location: South Africa
Location: Australia
No related grants have been discovered for Mignon Reyneke.