Understanding masstige wine brands’ potential for consumer-brand relationships

IF 4 Q2 BUSINESS European Business Review Pub Date : 2024-04-10 DOI:10.1108/ebr-04-2022-0066
Paula Rodrigues, Ana Sousa, Ana Pinto Borges, Paulo Matos Graça Ramos
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Abstract

Purpose

This study aims to fill various gaps detected in the literature on mass prestige (hereafter referred to as masstige) theory. The originality of the work stems from the multidimensional application of Paul’s (2015) model, the introduction of brand addiction as a construct from the consumer-brand relationship (CBR) theory within the context of wines and the exploration of a new and less studied sector in masstige strategies.

Design/methodology/approach

A structured questionnaire was distributed to collect data from masstige wine brand buyers in Portugal, of whom 166 completed the questionnaire correctly. A conceptual model was developed and tested using partial least squares structural equation modelling.

Findings

The findings include that only two dimensions of Paul’s (2015) masstige scale affect brand addiction: brand knowledge and excitement and status. Brand addiction has a positive effect on brand loyalty and electronic word of mouth (eWOM), and brand loyalty has a positive impact on eWOM. Theoretical and managerial implications were explored.

Originality/value

This research added a CBR perspective to masstige theory and applied masstige theory to wine brands for the first time. These three distinctive aspects collectively contribute to the novelty and significance of the research, opening up exciting possibilities for future investigations and providing a valuable contribution to the academic community and the wine industry alike.

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了解优质葡萄酒品牌在消费者-品牌关系中的潜力
目的 本研究旨在填补大众声望(以下简称 "声望")理论文献中的各种空白。这项工作的独创性在于多维度地应用了保罗(2015 年)的模型,在葡萄酒的背景下引入了消费者-品牌关系(CBR)理论中的 "品牌上瘾 "这一概念,并探索了大众声望战略中一个研究较少的新领域。设计/方法/途径发放了一份结构化问卷,以收集葡萄牙大众声望葡萄酒品牌购买者的数据,其中 166 人正确填写了问卷。采用偏最小二乘法结构方程建模法建立并检验了一个概念模型。研究结果研究结果表明,保罗(2015)的masstige量表中只有两个维度会影响品牌成瘾:品牌知识以及兴奋和地位。品牌成瘾对品牌忠诚度和电子口碑(eWOM)有积极影响,而品牌忠诚度对电子口碑有积极影响。该研究首次将品牌声誉理论应用于葡萄酒品牌。这三个独特的方面共同促成了本研究的新颖性和重要性,为未来的研究开辟了令人兴奋的可能性,并为学术界和葡萄酒行业做出了宝贵的贡献。
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来源期刊
CiteScore
8.30
自引率
4.80%
发文量
34
期刊介绍: Articles should cover the key business disciplines - management, leadership, marketing, logistics, strategy, quality management, entrepreneurship, business ethics, international business, operations management, manufacturing, accounting and finance - specifically relating to experiences and reflections of interest to business and academia worldwide.
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