ORCID Profile
0000-0002-9470-9269
Current Organisations
Burgundy School of Business
,
University of Adelaide
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Publisher: Elsevier
Date: 2017
Publisher: SAGE Publications
Date: 12-2006
Abstract: This study investigated wine drinkers' perspectives on how product quality is conceptualized. The research was carried out because the dominant paradigm for quality within the marketing literature is perceived quality, and as such it is important to understand how consumers construct frameworks to understand quality and specifically whether they share this perception of the particular importance of the notion of perceived quality. Qualitative processes were used to obtain data from 60 informants. The findings indicate that consumers can adopt subjective or objective frameworks, with some also leaning towards relative and absolute quality positions. These conflicting frameworks are resolved by using an interactionist perspective, which allows quality to mediate the varying quality correlates noted in the marketing literature.
Publisher: Informa UK Limited
Date: 26-01-2020
Publisher: Elsevier BV
Date: 04-2021
Publisher: Emerald
Date: 10-04-2017
Abstract: The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences. The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]” “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions. Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection). Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined. This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.
Publisher: Firenze University Press
Date: 23-11-2020
DOI: 10.36253/WEB-8189
Abstract: This study aims to analyse the influence of alternative formats of health warnings on French and Italian Millennial consumers’ choices of beer and wine. Two Discrete Choice Experiments were built for wine and beer and two Latent Class choice models were applied in order to verify the existence of different consumer profiles. Results show that young consumers’ choices for wine and beer are influenced by framing, design and visibility of warnings. In both countries, the acceptance of warnings is higher for beer than for wine and in both cases consumers show higher utility for a logo on the front label: on the neck with a neutral message in the case of beer on the front, without a message for wine. Latent Class choice models highlight the existence of different consumers’ groups with different levels of warning influencing their choices. In order to apply policies conducting to health benefits, our results suggest the need to focus on young in iduals to communicate the risks of alcohol abuse through targeted messages and, more generally, to make them aware of the potential negative effects of excessive consumption of both wine and beer.
Publisher: Emerald
Date: 21-10-2013
Abstract: – The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and in idual brands – using ch agne as a means of exploring this. – The project was exploratory and a qualitative process involving interviews with key actors in the region was adopted. – Members of the ch agne industry adopt a range of views about the nature of value, focusing on image, reputation and perceived quality, but varying between an in idualist approach (which considers that value creation lies with the proprietary brands) and a more collectivist perspective, which considers it is predominantly the result of the territorial brand. – Research into the organisation of territorial brands is just beginning while merely exploratory this research suggests that issues around value merit further consideration. – Actors within a territorial brand need to clearly negotiate how they view value in order to maintain coherence and a common message. They may also need to pay more attention to issues around brand co-creation. – No research in this precise field has previously been carried out and this study highlights variations in the perceptions of key actors within a territorial brand.
Publisher: Emerald
Date: 08-2016
Abstract: – The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of ch agne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values. – In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of ch agne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic. – Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising focused mainly on the product itself and did not associate ch agne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of ch agne and sparkling wine. – The most crucial implication of this research is the cultural variation in consumer perceptions of ch agne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets. – This research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.
Publisher: Elsevier BV
Date: 12-2020
Publisher: Informa UK Limited
Date: 02-01-2014
Publisher: Elsevier BV
Date: 07-2014
Publisher: Elsevier BV
Date: 06-2002
Publisher: Emerald
Date: 07-2002
DOI: 10.1108/08876040210433239
Abstract: This paper seeks to investigate the conceptualisation and measurement of the service quality construct and its relationship to behavioural intention through an application of the importance‐performance technique within the Australian wine tourism industry. Many winery operators invite customers to their winery and the quality of service during the visit can impact on future wine sales. Research undertaken among a s le of visitors to Australian vineyards showed that service process factors were more closely linked to wine purchase than tangible elements. The study also provides further support for the use of importance‐performance models of service quality, as this measure was found to be significantly related to two dimensions of behavioural intention.
Publisher: Emerald
Date: 30-03-2010
DOI: 10.1108/13555851011026953
Abstract: The purpose of this paper is to investigate the way Hong Kong drinkers have internalised the meanings associated with alcoholic beverages and how these meanings influence the motivation to drink. Also of interest was how symbolic meanings and motivations are similar or different to those in Western nations and the implications for the marketing of alcohol products. An ethnographic approach comprising participant observations and interviews is used to generate data relating to alcohol consumption. Observations are conducted at 11 venues including pubs, clubs, restaurants, and a convention centre. More than 40 h of observations yield data pertaining to public drinking while the interview data also provides insight into the nature of private drinking in Hong Kong. Alcohol consumption in Hong Kong may be primarily a function of the need to convey desired images to specific and generalised others. The finding that product symbolism dominates taste considerations supports previous research relating to beer consumption but varies somewhat from identified motivations for wine consumption in developed markets. Alcohol marketers may benefit from adapting their products to suit the specific taste preferences of Chinese consumers, although care would need to be taken to ensure the symbolic value of the beverage is not diminished in the process. A focus on the situational context and moderate consumption in promotional messages may increase perceived salience. Little previous research on alcohol consumption motivations has been conducted in Hong Kong. The findings provide insight into likely characteristics of the future alcohol market in mainland China.
Publisher: Emerald
Date: 16-11-2015
DOI: 10.1108/IJWBR-10-2014-0050
Abstract: – 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. – 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. – 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. – 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. – 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.
Publisher: SAGE Publications
Date: 17-11-2010
Abstract: The goal of this article is to expand the understanding of wine tourism in a European context (less closely researched than that of New World countries) by examining aspects of its operation in Ch agne. Two separate studies contribute toward this goal. The first qualitative project examined the perceptions of small ch agne producers on a range of tourism-related issues. The second quantitative project investigated the perspectives of visitors to the region. The article offers three conclusions. First, it suggests that producers show three varying approaches to wine tourism (related to structural factors in the businesses concerned) with most feeling it was not relevant to them even though they sell wine direct. Second, producers may have little idea of what tourists find acceptable. Finally, it demonstrates that tourism may be a way for smaller producers to add value to their product, as tourists display a propensity to pay more than local purchasers.
Publisher: Emerald
Date: 06-06-2008
DOI: 10.1108/17511060810883768
Abstract: The purpose of this paper is to identify the key management skills for running a successful winery business, which in the Australian industry is predominately a small to medium sized business, and explores the existence of such skills within the industry. The information was obtained through structured interviews with a range of winery owners and managers in the four main wine regions of Western Australia. Whilst a set of universal management skills are identified by the industry participants, these are not universally held. The study examines skills and training issues highlighting the ersity of winery owners and managers. The study was conducted using qualitative methodology in one state of Australia only. The findings require further quantitative testing, but strongly imply that managerial skills in the wine industry are limited, and most managers are more focused on technical expertise than financial, strategic, marketing or HR planning and management. The paper has benefit for the wine industry showing the strengths and weaknesses of its managers, and also for theorists who seek to understand management processes in a specific sector predominantly comprising small and medium sized enterprises.
Publisher: Emerald
Date: 07-06-2011
DOI: 10.1108/17511061111143016
Abstract: The aim of this study is to investigate and compare the engagement of Generation Y consumers with ch agne and sparkling wine across five Anglophone countries. A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli. There were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of ch agne). Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation. Marketers cannot view Generation Y as a single group even within countries marketing strategies may need to be refined depending on where a product is being sold. No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.
Publisher: Emerald
Date: 13-06-2008
DOI: 10.1108/13522750810879048
Abstract: The purpose of this paper is to investigate the benefits of tasting as a projective technique (PT) in explicating consumers' thoughts and feelings towards food and beverage products. In total, ten focus groups were conducted with 35 consumers, 14 wine producers, and 13 mediators. The mediator category included those involved in marketing, wholesaling, retailing, and judging wine. Participants in each focus group were given the same four wines to taste. Initially they were invited to discuss their views on wine quality. The participants were then presented with the wines and asked to discuss their responses to them, particularly their perceptions of the quality of the wines. The primary findings related to: the changes in apparent certainty levels amongst professionals and high‐involvement informants exposure of real and contradictory preferences role of cognitive, affective, and sensory responses to wine and interpretation of the language of tasting. Tasting as a PT has the potential to generate additional and insightful data that can increase our appreciation of the complexities involved in consumption experiences. In particular, it can reveal the uncertainty that can affect consumers' product evaluations and explicate the multiple evaluation pathways that can be used by consumers of food and beverage products. The paper is of value in showing that the ability of PTs to yield both stated and actual preferences provides insight into the salient external factors that impact on consumption decisions and gives an indication of where marketers could most effectively focus their product development and promotional attention.
Publisher: Inderscience Publishers
Date: 2016
Publisher: Wiley
Date: 08-11-2013
Publisher: Firenze University Press
Date: 06-2019
Publisher: Emerald
Date: 29-03-2013
DOI: 10.1108/13522751311317567
Abstract: The purpose of this paper is to investigate the engagement of Australian consumers when buying and drinking Ch agne. The paper identified seven variables a priori that were expected to influence consumers' decisions and then used exploratory interviews to investigate how Ch agne consumers were influenced by these. The authors interviewed Ch agne marketers, sellers, educators, connoisseurs and aspirational consumers. The interview protocol allowed respondents to identify other variables. The paper identified two new variables that, inter alia , influence Australian consumers in their Ch agne selection. These were the kudos that comes from the people they serve or give it to and their sentimentality about previous experiences of Ch agne consumption. The two new variables are the focus of this paper. The exploratory nature of this research means larger studies are needed to confirm the preliminary findings, particularly in other, non Anglo‐Saxon cultures. Ch agne houses could place greater emphasis on kudos and sentimentality in their marketing c aigns additionally cultural issues could affect how the two factors operate in different markets. Kudos and sentimentality have not been previously emphasised in the wine consumer behaviour literature.
Publisher: CAIRN
Date: 06-2008
Publisher: Springer International Publishing
Date: 2016
Publisher: Emerald
Date: 18-11-2019
DOI: 10.1108/IJWBR-07-2018-0033
Abstract: Tasting experiments involving willingness to pay (WTP) have grown over the past few years however, most of them occur in formal wine-tasting conditions, removed from real-world experience. This study aims to conduct experiments on wine appreciation and willingness to pay in both settings, to allow a comparison of how tasters reached conclusions in different situations. The authors conducted two sets of experiments in Dijon, France, with knowledgeable wine drinkers, in 2014 and in 2016, to explore the relationship between wine ratings, WTP and objective characteristics (appellation, labelling and price). The first was in a formal wine-tasting setting (n = 58), and the second in the social setting of a restaurant (n = 52). The experiments involved deception: the tasters were presented with five wines, but in fact only three wines were involved, two of the wines being presented twice. The results from the 2014 study showed that even with a group of experienced tasters, objective characteristics overwhelmed subjective assessment (taste, sensory perception) of the wine. Ratings and WTP were driven by the appellation or brand, labelling and price of the wines. The authors replicated the experiment in a social setting in 2016 which, contrary to their expectations, produced very similar results. In neither experiment did the experienced tasters detect the deception. The social setting was a lunch in a restaurant with a group of students who were graduating together. The tasting was conducted by some of their professors, which may have influenced the results and raises questions about whether the setting was truly ‘social’. The s le size for the experiments was comparatively small and further research, including novice and expert tasters, might contradict these findings, or at least add nuances to them. The study finds that, contrary to expectations, in the social wine consumption setting of a restaurant meal enjoyed with colleagues, objective wine characteristics over-rode subjective appreciation of the wine.
Publisher: Informa UK Limited
Date: 04-2004
Publisher: Emerald
Date: 10-2004
DOI: 10.1108/00070700410561432
Abstract: There is substantial anecdotal evidence that, whilst popular in current international consumer markets, the grape variety sauvignon blanc is viewed ambivalently by some wine industry professionals. This study examines evidence for that anecdotal perspective. It reports first the findings from a qualitative research project that provided some support for the proposition that wine industry attitudes to the grape variety are ambivalent. Further qualitative research, involving semi‐structured interviews, was then carried out to examine precisely why that ambivalence exists, and to explore in depth the perspectives of Australian wine industry professionals towards sauvignon blanc. The findings suggested both physiological and social reasons for this dislike. The study has relevance in two areas. The first is in the development of a theoretical understanding of how those who are responsible for the production of aesthetic products may approach working with material that they may dislike, or have little regard for. The second is more practical, and informs how those marketing sauvignon blanc should view the product.
Publisher: Emerald
Date: 04-2006
DOI: 10.1108/13522750610658810
Abstract: The aim of this study was to investigate the relationship between wine drinkers' product involvement and their engagement with wine quality. It examined particularly how they conceptualise quality, how they evaluate it, and the dimensions of quality they focus on. The study used focus groups (including wine tasting as a stimulus) and in idual interviews to elicit data. Wine drinkers across Australia were informants for the study. There appears to be a relationship between involvement level and how wine quality is perceived. Higher‐involvement drinkers seemed more inclined to conceptualise wine quality as objective whereas lower‐involvement consumers tended to see it as subjective. Lower‐involvement informants often focused more on sensory dimensions of wine quality (like flavour or smoothness), while high‐involvement drinkers used more cognitive dimensions such as interest or complexity. Further, there appears to be evidence for a group of medium‐involvement consumers, with some distinct characteristics. The research suggests that consumers' understanding of wine quality is substantially dependent on their involvement level. This finding is tentative as the study used only qualitative methods in a single Anglophone country. Nevertheless, there are suggestions that the approach which consumers use to evaluate quality varies depending on involvement level and that consumption behaviour is substantially different. These issues warrant further investigation. The paper synthesises two aspects of marketing research the understanding of quality and the concept of involvement.
Publisher: Elsevier BV
Date: 10-2007
Publisher: Routledge
Date: 26-03-2014
Publisher: Informa UK Limited
Date: 02-03-2020
Publisher: Elsevier BV
Date: 2012
Publisher: Emerald
Date: 20-08-2018
DOI: 10.1108/IJWBR-04-2017-0025
Abstract: 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. 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. 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. 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.
Publisher: CAIRN
Date: 03-2008
Publisher: Elsevier BV
Date: 07-2021
Publisher: Emerald
Date: 04-11-2013
DOI: 10.1108/IJWBR-01-2013-0004
Abstract: – This article aims to empirically test the terroir concept and tackles the issues of origin, typicity and legality. Whilst this has previously been examined at a theoretical level, the research uses a study of producer and consumer perceptions to examine the multidimensional nature of terroir and its relationship with authenticity. – A preliminary list of terroir items was aggregated from the literature and placed in an online questionnaire that was distributed to an industry s le and then to a consumer panel in France. Quality perceptions, anticipated satisfaction and purchase intent of terroir products were also included. Exploratory and confirmatory analyses were conducted, as were linear regressions between uncovered dimensions and the dependent variables. – The results show that the terroir concept comprises three dimensions that relate to authenticity: product, internalised and institutional authenticity. All three dimensions are positively correlated. Each of these dimensions can be related to satisfaction, quality perceptions and purchase intent, although the intensity and valence will depend on the relationship of the respondent to wine. – Prior to this research, there were no empirical results to support the multidimensional nature of terroir. As well, the distinct relationship between terroir and types of authenticity is defined.
Publisher: Unpublished
Date: 2011
Publisher: Emerald
Date: 21-03-2008
DOI: 10.1108/17511060810864589
Abstract: There is growing research on the value of winery tasting rooms/cellar doors as an avenue for relationship building with consumers resulting in greater brand loyalty. This paper aims to examine the role of tasting rooms in this regard in an Australasian context. The research was exploratory, designed to explore a full range of visitors' experiences at the winery tasting room, using a modified form of mystery shopping combined with focus groups. Establishing brand loyalty through a winery tasting room experience requires more than just good wine or good service quality, rather it results from an experience which is personalised and which establishes an emotional connection between the visitor and the winery, their product and winery staff. Generally smaller wineries were making this emotional connection more effectively than larger wineries. By contrast, staff at small and larger wineries alike were making little effort to establish concrete links to instil brand loyalty with the wine tourist post‐visit by encouraging repeat visitation or promoting their mailing lists or even eliciting wine sales. The research focused on a relatively small number of consumers in Australia and New Zealand and thus may not be immediately generalisable to other markets. The research highlights numerous areas for improvement in the organisation of tasting room encounters and the training of staff, noticeably with regards to making lasting connections with visitors resulting in future brand loyalty issues which could be addressed by winery managers. The paper gives depth to results previously reported by researchers on the role of service provision at the tasting room to the overall winery experience, and adds perspectives on the effectiveness of efforts to establish brand loyalty and maintain post‐visit contact with the winery visitor.
Publisher: IGI Global
Date: 2014
DOI: 10.4018/978-1-4666-6242-1.CH007
Abstract: By bringing together a product with a rich cultural history—ch agne—and consumers of sparkling wine in Russia, the authors aim to advance the understanding of authenticity. The research objective is to use autobiographical histories to explore how consumers' memories shape their perception of product authenticity. Ten in-depth interviews collected in Russia inform the study. The findings suggest that the generally accepted view of authenticity—that it relates to a positive engagement with the attributes of products and services—is limited. The authors show that a product such as ch agne interacts regularly with the drinkers' life stages and with key emotional events. When a product interweaves consumers' personal histories and the history of their nation, that product has the potential to achieve authentic power – regardless of its quality.
Publisher: Routledge
Date: 11-01-2013
Publisher: Elsevier BV
Date: 06-2022
Publisher: Emerald
Date: 03-2006
DOI: 10.1108/00070700610650990
Abstract: Food and alcohol are symbolically and physically linked in many cultures. This article seeks to explore Australians' perceptions of the relationships between food and two of the more popular forms of alcohol – wine and beer. The findings from two parallel alcohol studies are reported. One study examined the role of wine consumption in Australian culture ( n =105), while the other study performed the same function in terms of beer consumption ( n =115). Interviews and focus groups were used in both studies to collect data from consumers and industry representatives to identify expectations of appropriate food and alcohol pairing. Wine was found to be strongly associated with food along three dimensions: complementarity, social meaning, and lubrication. This association occurs in the context that it is generally deemed inappropriate to consume wine without food. By comparison, a much weaker association appears to exist between food and beer. Interviewees reported regularly consuming beer in both eating and non‐eating contexts, with the nature of the occasion influencing beer consumption rather than any food that may or may not be present. Consumers' expectations of the appropriate pairing of food with beer and wine are discussed in terms of their implications for those wishing to align particular food and alcohol products in the marketplace. A theoretical contribution is provided through a discussion of the ways in which different alcoholic beverages are assigned different symbolic meanings to allow them to facilitate ergent food consumption experiences.
Publisher: Emerald
Date: 04-2000
DOI: 10.1108/09604520010318308
Abstract: Wine tourism has emerged as a growing area of special interest tourism in Australia, and is an increasingly significant component of the regional and rural tourism product of Western Australia. The increased significance and growing competitiveness of this sector has led to a heightened concern by producers and consumers for the quality of services being offered, and has forced many within the industry to invest in the delivery of higher levels of service quality as a means to achieving competitive differentiation. An integral part of any organisation’s attempt to deliver on this front is a commitment to a process of continuous quality improvement. This requires a systematic approach to quality measurement. Investigates the conceptualisation and measurement of service quality and its importance to the wine tourism industry and reports the findings from a recently‐conducted survey of cellar door customers at four Western Australian wineries. Demonstrates the relative usefulness of the importance erformance methodology for cellar door operators in highlighting how wineries are performing from a customer point of view, and also what is important in terms of performance from the customers’ point of view.
Publisher: Emerald Publishing Limited
Date: 26-01-2018
Publisher: Informa UK Limited
Date: 08-2005
Publisher: SAGE Publications
Date: 19-12-2008
Abstract: There is a growing body of research on the experience of visitors to winery tasting rooms, and their expectations and satisfaction. This overview uses qualitative research in Australia and New Zealand to examine a number of themes relating to the visitor's experience in the tasting room, including the impact of the size of the winery, the nature of the service encounter, and the effect of paying for wine. The significance of these themes is placed in the context of the experience economy and the provision of hospitality generally. The practical relevance of the article is to relate consumers' expectations and perceptions of tasting rooms to the goals of wineries generally, and also the issue of wine quality as a significant factor in the experience, with some specific recommendations for further research and for the implementation of practical outcomes for a successful tasting room.
Publisher: Unpublished
Date: 2014
Publisher: Informa UK Limited
Date: 02-06-2008
Publisher: Emerald
Date: 17-07-2009
DOI: 10.1108/10610420910972800
Abstract: 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. The paper uses the ex le 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. 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. 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. 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.
Publisher: Emerald
Date: 17-06-2019
DOI: 10.1108/IJWBR-09-2017-0056
Abstract: The traditional view of the process of value creation suggests that it occurs inside the firm through its activities or resources. However, there are special cases where firms create value using external shared resources, e.g. a territorial brand. The purpose of this study is to demonstrate how the combination of both internal and external resources co-create value in wine regions. An in-depth case study of nine firms covering different co-creation processes in Ch agne, France. The selection of interviews was designed to cover the ersity of firms within the area with different market positioning. Most firms in the region have been selling ch agne for more than 50 years, so they have established long-standing relationships with their markets. While there is only one value, Ch agne, firms create many different values based on owners’ perceptions with erse effects on the process of value co-creation in the territorial brand. Some firms have strategies which could deteriorate the value of shared resource. This threat needs institutional changes with unknown consequences on the territorial brand. The research only involved one case study with a highly developed territorial brand system. There are multiple wine regions that have considered managing either implicitly or explicitly their shared strategic resources (e.g. a territorial brand). Consequently, the findings may not be applicable to all wine regions but it can provide a “gold standard” for regions and wineries that do not realize the impact that their value creation actions can have on the wine region. Collective management of shared strategic resources, such as a territorial brand, can be a powerful action to sustain competitive advantage rather than in idual actions to develop in idual brands. However, it can work only with an institutional organization managing the collective process. The paper offers lessons from a comprehensive and well-known case study where resource bundles co-create value with a territorial brand.
Publisher: Informa UK Limited
Date: 12-1999
Publisher: Informa UK Limited
Date: 10-2020
Publisher: Informa UK Limited
Date: 23-07-2023
Publisher: Informa UK Limited
Date: 04-2004
Publisher: Springer International Publishing
Date: 2017
Publisher: Informa UK Limited
Date: 12-2000
DOI: 10.1080/713684235
No related grants have been discovered for Steve Charters.