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Effects of atmosphere on emotions and consumer behaviour at wineries 酿酒厂气氛对情绪和消费者行为的影响
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2022-01-27 DOI: 10.1108/ijwbr-05-2021-0028
Anne-Marie Sassenberg, Cindy Sassenberg, Claudia Sassenberg, M. Heneghan
PurposeThe aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.Design/methodology/approachThe study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.FindingsFindings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.Research limitations/implicationsThe geographical location of the study is limited to one state in Australia.Originality/valueIn distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.
目的本研究的目的是调查氛围对消费者情绪和葡萄酒购买行为的影响,以帮助酒庄管理层制定和沟通强有力的定位策略。零售业的研究表明,氛围对消费者情绪和行为的重要性。到目前为止,关于三个维度的氛围如何影响消费者参观酒庄的证据有限。设计/方法/方法该研究包括分两个阶段进行的调查。第一项调查(n=170)探讨了本研究中应用的因素,第二项调查(n=377)分析了酿酒厂的氛围、情绪和消费者购买行为之间的关系。调查结果表明,酿酒厂的氛围有可能对消费者的情绪和葡萄酒购买行为产生积极影响。现场音乐和自然环境尤其影响了气氛和消费者情绪,以及他们在参观酒庄时随后购买的葡萄酒。这一区别使本研究能够分析对消费者增加在酿酒厂花费时间的重要因素。研究局限性/含义研究的地理位置仅限于澳大利亚的一个州。原产地/价值在区分不同的消费者葡萄酒购买行为、饮用葡萄酒和购买葡萄酒时,本文对三个重要的跨部门领域做出了贡献:葡萄酒旅游、氛围和消费者行为。影响消费者情绪和葡萄酒购买行为的其他因素包括现场音乐和酿酒厂的自然环境。
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引用次数: 5
Indian women consumers’ wine choice: a study based on conjoint analysis 印度女性消费者的葡萄酒选择:基于联合分析的研究
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2022-01-25 DOI: 10.1108/ijwbr-05-2021-0031
Valsaraj Payini, J. Mallya, Senthilkumaran Piramanayagam
PurposeWine consumption among women in India is gradually increasing on the back of several factors such as increased urbanization, higher disposable income, rising affluence of the people, exposure to new cultures and a gradually changing perception about wine being a healthy beverage. Eventually, this offers tremendous opportunities for wine marketers to design appropriate strategies to target Indian women consumers. However, along with this growth, there is growing need to identify the attributes that the women desire in the wines of their choice. Toward this, the current study aims to identify the wine attributes that influence the purchasing behavior of Indian women consumers.Design/methodology/approachIn-depth interviews of 27 women wine consumers, aged between 25 to 46 years, were conducted to identify the topmost essential wine attributes. Later, a conjoint analysis using 1000minds, an Internet-based software implementing Potentially All Pairwise RanKings of all Possible Alternatives (PAPRIKA), was used to collect data from the participants. The total number of responses received was 271.FindingsThe type of wine, taste, price, familiarity and country of origin emerged as the five most crucial wine attributes in wine choice after the in-depth interview. Conjoint analysis results revealed that sweet red wine priced between Rs 600 to Rs 1,200 is the most preferred wine by Indian women consumers.Research limitations/implicationsThe study provides valuable and actionable insights for both domestic and international wine marketers and manufacturers in the identification of wine attributes that predominantly influence women consumers’ choice of wine in India.Originality/valueThe study contributes to wine consumers' literature by identifying wine attributes favored by women consumers in India. Our findings will be of great use to wine marketers who can leverage the insights to design appropriate marketing and advertising strategies, develop new products and make more informed branding and pricing decisions.
目的印度女性的葡萄酒消费量正在逐渐增加,这是由于城市化程度的提高、可支配收入的增加、人民日益富裕、接触新文化以及人们对葡萄酒是一种健康饮料的看法逐渐改变等因素造成的。最终,这为葡萄酒营销人员设计针对印度女性消费者的适当策略提供了巨大的机会。然而,随着这种增长,人们越来越需要确定女性所选葡萄酒的特质。为此,本研究旨在确定影响印度女性消费者购买行为的葡萄酒属性。设计/方法/方法对27名年龄在25至46岁之间的女性葡萄酒消费者进行深入采访 多年来,进行了鉴定,以确定最重要的葡萄酒特性。后来,使用基于互联网的软件1000minds进行联合分析,从参与者那里收集数据。收到的回复总数为271。在深入采访后,葡萄酒的类型、口味、价格、熟悉度和原产国成为葡萄酒选择中最重要的五个因素。联合分析结果显示,价格在600卢比至1200卢比之间的甜红酒是印度女性消费者最喜欢的葡萄酒。研究局限性/含义该研究为国内外葡萄酒营销人员和制造商识别主要影响印度女性消费者葡萄酒选择的葡萄酒属性提供了有价值和可操作的见解印度我们的研究结果将对葡萄酒营销人员非常有用,他们可以利用这些见解来设计适当的营销和广告策略,开发新产品,并做出更明智的品牌和定价决策。
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引用次数: 5
Segmentation of wine tourism experience in Mexican wine regions using netnography 用网络图谱对墨西哥葡萄酒产区的葡萄酒旅游体验进行分割
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2022-01-05 DOI: 10.1108/ijwbr-02-2021-0010
A. Hernández, Silverio Alarcón, Lino Meraz Ruiz
PurposeThis paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool.Design/methodology/approachThe netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model.FindingsThe results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment.Research limitations/implicationsThe scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish.Practical implicationsThe results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings.Originality/valueThe use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.
本文旨在利用网络学作为数据收集和分析工具,在分析墨西哥不同葡萄酒产区葡萄酒游客评论的基础上,提供一种体验式细分。设计/方法/方法网络学方法的应用分为三个步骤:首先,收集消费者对墨西哥四个葡萄酒产区20家酒庄的意见(2017-2019年,TripAdvisor有1240条意见)。第二,通过对各种经验进行分类来组织数据。第三,借鉴4Es模型,运用多重对应和聚类分析对四段进行整合。结果表明,在四个墨西哥葡萄酒产区中,下加利福尼亚州分为审美和葡萄酒焦点部分,科阿韦拉更倾向于教育部分,而访问克雷塔罗的游客则倾向于娱乐部分的活动。研究局限性/意义关于墨西哥葡萄酒旅游的文献很少,因此很难对结果进行比较和建立关系。研究结果为利益相关者(酿酒厂、州旅游部门、葡萄酒旅游营销人员和葡萄酒旅游研究人员)提供了一个以游客体验为重点的细分建议,以改进营销计划和葡萄酒旅游产品。原创性/价值将网络摄影作为墨西哥葡萄酒旅游研究的一种工具是以前从未探索过的。此外,本研究考虑了不同的墨西哥葡萄酒产区,这使得它们之间的比较和关系可以有助于更大的市场差异化。
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引用次数: 1
Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic 美国西部按年龄划分的葡萄酒市场:COVID-19大流行后的预期
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2022-01-04 DOI: 10.1108/ijwbr-01-2021-0004
M. M. Wolf, Mitchell J. Wolf, B. Lecat
PurposeThe purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined.Design/methodology/approachAn online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences.FindingsSegmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic.Originality/valueThis is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic.Research limitations/implicationsA national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA.Practical implicationsThe research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.
目的研究四代葡萄酒消费者在葡萄酒购买行为、购买决策时葡萄酒属性的可取性以及所使用的信息来源方面是否存在差异。它考察了代际市场细分是否是葡萄酒行业可行且有价值的战略。Z世代、千禧一代、X世代和婴儿潮一代是被调查的四代。这项研究还调查了新冠肺炎大流行期间几代人在葡萄酒消费方面的行为是否不同。此外,对未来葡萄酒购买行为的预期也进行了检验。设计/方法/方法2020年4月29日至2020年5月7日期间进行了一项在线调查,样本量为944名来自美国西部各州(加利福尼亚州、华盛顿州、爱达荷州、俄勒冈州和内华达州)的消费者。采用单因素方差分析法和卡方检验法检验差异。Findings在为特定葡萄酒品牌创建产品、定价、确定分销渠道和创建信息时,按代划分是合适的。新冠肺炎大流行导致渠道转移,预计在大流行后将继续。原创/价值这是第二篇研究包括Z世代在内的几代人之间葡萄酒购买行为差异的学术论文,也是唯一一篇研究新冠肺炎大流行期间各代人的购买行为变化和对未来的期望的研究。研究局限性/含义应进行一项全国性调查,以确认主要来自加利福尼亚州和邻近州的样本的结果反映了美国的全国葡萄酒消费者。实际含义研究确定了适合每一代人的产品、价格、分销渠道和信息。
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引用次数: 9
A time series projection model of online seasonal demand for American wine and potential disruption in the supply channels due to COVID-19 美国葡萄酒在线季节性需求的时间序列预测模型以及新冠肺炎导致的供应渠道潜在中断
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2021-12-22 DOI: 10.1108/ijwbr-03-2021-0015
F. Huq, Vernon Jones, D. Hensler
PurposeThis study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to consumers switching to online platforms. The purpose of this paper is to design a model that will have general applicability beyond the wine industry.Design/methodology/approachThe research uses regression-based additive decomposition of time series data to predict the trajectory of the market share for the digital distribution channel. The study develops a statistical prediction model using time series data between 2007 and 2020, inclusive, sourced from US Annual Wine Reports and Bureau of Alcohol, Tobacco and Firearms databases.FindingsThe results show an increasing trajectory of wine sales through the online distribution channel with predictable seasonality. The disruptive effects of consumer switching behavior point to a steady increase in sales due both to increasing demand and accelerating switching. Nevertheless, the model shows that bricks and mortar purchases will remain strong and continue to account for the bulk of wine sales. COVID-19 has caused a step function increase in online sales but this should moderate after the crisis subsides and can be tested further.Originality/valueThis study is original in developing a model for an industry where bricks and mortar sales are growing and are expected to remain strong while there is still identifiable switching to online sales. The wine industry presents a classic case of accelerating switching behavior where there is still a strong franchise for in-store purchases. The model should have general applicability to distribution channels beyond the wine industry where steady growth, marked seasonality and disruptive consumer switching are in evidence.
目的本研究基于销售增长轨迹、季节性和消费者转向在线平台造成的中断,对美国葡萄酒行业分销渠道的变化进行了统计调查。本文的目的是设计一个在葡萄酒行业之外具有普遍适用性的模型。设计/方法/方法该研究使用基于回归的时间序列数据加性分解来预测数字分销渠道的市场份额轨迹。该研究使用2007年至2020年(包括2020年)的时间序列数据开发了一个统计预测模型,这些数据来源于《美国年度葡萄酒报告》和烟酒枪炮管理局数据库。调查结果显示,葡萄酒销售通过在线分销渠道的增长轨迹具有可预测的季节性。消费者转换行为的破坏性影响表明,由于需求的增加和转换的加速,销售额稳步增长。尽管如此,该模型显示,实体采购仍将保持强劲,并将继续占葡萄酒销售的大部分。新冠肺炎已经导致在线销售额的阶跃函数增加,但在危机平息后,这种情况应该会缓和,可以进一步测试。独创性/价值这项研究是为一个实体销售额正在增长的行业开发模型的独创性研究,该行业预计将保持强劲,同时仍有可识别的向在线销售的转变。葡萄酒行业呈现出加速转换行为的典型案例,在这种情况下,店内购买仍有强大的特许经营权。该模型应普遍适用于葡萄酒行业以外的分销渠道,在这些渠道中,稳定增长、显著的季节性和颠覆性的消费者转变是显而易见的。
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引用次数: 1
How Winery Tourism Experience Builds Brand Image and Brand Loyalty 酒庄旅游体验如何塑造品牌形象和品牌忠诚度
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2021-12-18 DOI: 10.26813/001c.30210
Annamma Joy, Seyee Yoon, Bianca Grohmann, K. LaTour
Wine Business Journal This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.
本研究探讨酒庄旅游体验在品牌形象与品牌忠诚度形成中的作用。对奥肯那根谷四家酒庄在六年内(2014-2020年)发布的2540条TripAdvisor评论(用户生成的电子口碑形式)进行定性分析,不仅揭示了Pine和Gilmore(1999)提出的四类消费者体验(即美学、教育、娱乐和逃避),还揭示了另一个因素(即与员工和其他游客的社会互动)。TripAdvisor的评论还显示,基于他们的酒庄旅游经历,消费者表达了与酒庄相关的不同品牌形象印象和品牌忠诚度。本研究的贡献在于将社会互动作为酒庄旅游体验的补充维度,并将酒庄旅游体验与品牌形象和品牌忠诚度联系起来。从理论角度来看,研究结果鼓励消费者体验、品牌形象和忠诚度文献的更大整合,以及对它们之间关系的定量研究。研究结果还对葡萄酒旅游行业的品牌体验管理具有管理意义。
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引用次数: 7
Changes in sustainability in the global wine industry 全球葡萄酒行业可持续性的变化
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2021-12-16 DOI: 10.1108/ijwbr-03-2021-0021
S. Golicic
PurposeThe wine industry is the one that is tightly linked to sustainability as its processes both impact and are impacted by the environment, society and companies’ financial well-being. However, data show that this may not be recognized in practice. Thus, this research paper aims to examine what has changed with respect to sustainability practices over the past 10–15 years in this industry.Design/methodology/approachA development-based multi-method approach was used to examine the purpose. In Phase 1, a grounded theory study conducted between 2009 and 2015 from wine businesses in 12 different global regions brought to light a potential disconnect between theory and practice in the importance of sustainability. In Phase 2, a comprehensive literature review and analysis of updated online content from the Phase 1 companies was conducted to paint a picture of the progression of sustainability focus and its implementation in company processes.FindingsUsing legitimacy theory as a foundation, it was found that the choice to pursue sustainability in this industry generally begins with a focus on environmental practices followed by financial sustainability and more recently social sustainability. Producers are also starting to emphasize overall sustainability often encompassing all three dimensions. The industry has also progressed through “levels of sophistication” in the different major supply chain processes (supply, production and distribution) over the years with their environmental efforts.Originality/valueA framework of sustainability growth in the industry through a matrix of process sophistication is developed from the data. The results offer implications for theory, practice and industry policy and informs the future trajectory of sustainability within global business.
葡萄酒行业是一个与可持续发展密切相关的行业,因为它的过程既影响环境、社会和公司的财务状况,也受到它们的影响。然而,数据显示,这在实践中可能不被认可。因此,本研究论文旨在研究在过去10-15年中,该行业在可持续性实践方面发生了什么变化。设计/方法/方法基于开发的多方法方法被用来检查目的。在第一阶段,2009年至2015年间,对全球12个不同地区的葡萄酒企业进行了一项有根据的理论研究,揭示了理论与实践在可持续性重要性方面的潜在脱节。在第二阶段,对第一阶段公司更新的在线内容进行了全面的文献回顾和分析,以描绘可持续发展重点的进展及其在公司流程中的实施情况。以合法性理论为基础,研究发现,在这个行业中,追求可持续性的选择通常始于对环境实践的关注,其次是财务可持续性,最近是社会可持续性。生产商也开始强调整体的可持续性,通常包括所有三个方面。多年来,随着环保方面的努力,该行业在不同的主要供应链流程(供应、生产和分销)中也取得了“复杂程度”的进步。原创性/价值通过流程复杂性矩阵从数据中开发出行业可持续性增长的框架。研究结果为理论、实践和行业政策提供了启示,并为全球商业可持续发展的未来轨迹提供了信息。
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引用次数: 10
High-end luxury wine demand and income inequality 高端奢侈葡萄酒的需求与收入不平等
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2021-11-10 DOI: 10.1108/ijwbr-03-2021-0019
P. Donzé, Sotaro Katsumata
PurposeThe purpose of this study is to explore the relationship between income inequality and the demand for high-end luxury wine. The consumption of luxury goods has experienced dramatic growth since 2000 but inequality has been neglected by scholars working on luxury consumption. The exploratory research focuses on wine demand between 2000 and 2019 and analyzes the impact of income inequality among other factors, including gross domestic product (GDP) per capita and GDP growth. The authors want to discern whether highly unequal countries import more expensive wine when compared to countries with lower inequality.Design/methodology/approachThe authors prepared different data sets based on the year and the trade value of each country to compare the differences and commonalities. The regression models incorporate particular foreign trade statistics (average unit price of wine) as an objective variable and the Gini coefficients to measure the relation between the demand for high-end luxury wines and inequality as an explanatory variable. The models also incorporate other control variables such as economic and institutional conditions.FindingsThe analysis demonstrates a positive relationship between the unit price of imported wine and the level of income inequality of the importers. This research suggests that conspicuous consumption, as a means of social distinction, is a major driver of the luxury wine market. Other significant factors include GDP per capita and geographic proximity. However, countries with a high power distance and bad governance do not purchase more luxury wines than others. Hence, rather than the social acceptation of wealth and corruption, the consumption of luxury wines is driven by the levels of economic development and inequality.Originality/valueThis paper is exploratory research that discusses an underexplored issue: the impact of income inequality on the consumption of luxury goods such as high-end luxury wines. It contributes to the literature on wine consumption, luxury business and income and wealth inequalities. These fields are rarely approached together and the research emphasizes the potential offered by such a perspective.
本研究的目的是探讨收入不平等与高端奢侈品葡萄酒需求之间的关系。自2000年以来,奢侈品消费经历了急剧增长,但研究奢侈品消费的学者却忽视了不平等。探索性研究侧重于2000年至2019年的葡萄酒需求,并分析了收入不平等对人均国内生产总值(GDP)和GDP增长等其他因素的影响。作者想弄清楚,与不平等程度较低的国家相比,高度不平等的国家是否进口了更昂贵的葡萄酒。设计/方法/方法作者根据年份和每个国家的贸易价值准备了不同的数据集,以比较差异和共同点。回归模型将特定的外贸统计数据(葡萄酒平均单价)作为客观变量,并将衡量高端奢侈品葡萄酒需求与不平等之间关系的基尼系数作为解释变量。这些模型还包括其他控制变量,如经济和制度条件。结果分析表明,进口葡萄酒的单价与进口商的收入不平等水平呈正相关。这项研究表明,炫耀性消费作为一种社会地位的手段,是奢侈品葡萄酒市场的主要推动力。其他重要因素包括人均GDP和地理邻近性。然而,权力距离高、治理不善的国家并不会比其他国家购买更多的豪华葡萄酒。因此,奢侈葡萄酒的消费不是社会对财富和腐败的接受,而是由经济发展水平和不平等推动的。原创性/价值本文是探索性研究,讨论了一个未被充分探讨的问题:收入不平等对奢侈品消费的影响,如高端奢侈品葡萄酒。它有助于葡萄酒消费,奢侈品业务和收入和财富不平等的文献。这些领域很少一起接触,研究强调了这种观点所提供的潜力。
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引用次数: 3
What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon 什么是流氓营销?萨尔茨如何努力引发社交媒体现象的探索
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2021-11-08 DOI: 10.1108/ijwbr-02-2021-0008
Cortney L. Norris, D. C. Taylor, Scott Taylor Jr
PurposeThis study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).Design/methodology/approachRogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.FindingsRogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.Research limitations/implicationsThis exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.Originality/valueRogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.
目的本研究旨在介绍、阐释、提供一个框架,并为流氓营销现象提供未来的研究方向。流氓营销是针对2019年夏天出现的一种现象进行探索的,新产品类别是硬seltzers。有人提出,当一个无关联的个人在社交媒体上创建并发布关于一个品牌的非正式信息,并在网上疯传时,就会发生流氓营销。尽管该帖子不是由拥有该品牌的公司资助或背书的,但达到病毒式传播的状态会导致免费和出乎意料的广告(正面或负面)。设计/方法论/方法首先通过与公司制作的广告的比较分析来探索流氓营销。然后,通过定性和定量数据来衡量该公司对流氓营销的反应。210名受访者的样本是从参加大学酒店课程的学生和社交媒体上的帖子中招募的。发现流氓营销比公司制作的广告更具吸引力,那些发现流氓营销信息更具吸引力的人对公司的反应有更强烈的看法。研究局限性/含义这项对流氓营销的探索性研究为未来有关这一现象的研究提供了一个概念化和启动框架。原创/价值流氓营销是一种新现象,其特点不同于影响者营销和病毒式营销。此外,公司对流氓营销信息的反应可能会影响行为结果。
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引用次数: 0
Craft beer – a systematic literature review and research agenda 精酿啤酒-系统的文献综述和研究议程
IF 1.8 Q2 Business, Management and Accounting Pub Date : 2021-11-03 DOI: 10.1108/ijwbr-05-2021-0029
E. Nave, Paulo Duarte, Ricardo Gouveia Rodrigues, A. Paço, H. Alves, T. Oliveira
PurposeIn recent years, the craft beer (CB) industry has gained impetus and has experienced significant growth in scientific publications. This study aims to present a systematic review of the literature on CB in areas related to economic and business sciences.Design/methodology/approachBased on the data from Scopus, Web of Science and a set of articles not indexed to these databases until June 2021, a total of 132 articles were included for analysis, using bibliometric and content analysis techniques.FindingsThe study allowed us to identify that CB has four main clusters/themes of research, namely, CB industry and market, marketing and branding, consumer behavior and sustainability. Detailed information on the clusters is provided. In addition, the results showed that publications addressing CB have grown significantly from 2015 onwards and are dispersed across many journals, with none assuming a clear leadership. Quantitative approaches account for more than half of publications.Research limitations/implicationsThis study is a useful guide for academics intending to develop studies with CB. It provides a framework to structure future research by identifying existing literature clusters and proposes several research propositions.Practical implicationsThe findings from this study are useful for CB companies to get an overview of the main issues affecting the CB industry and market to be able to adapt their strategies and stay aligned with market tendencies in the four main clusters identified.Originality/valueThis is the first systematic review of CB. Therefore, it provides a significant contribution to frame and strengthening the literature on CB and serves as a reference for future research. Based on the content analysis and cluster identification, the findings portray the status of current research. Accordingly, a set of research opportunities are offered.
近年来,精酿啤酒(CB)行业获得了动力,科学出版物也有了显著增长。本研究旨在对经济与商业科学相关领域的商业信用文献进行系统回顾。设计/方法/方法基于Scopus、Web of Science的数据和一组直到2021年6月才被这些数据库索引的文章,使用文献计量学和内容分析技术,共纳入132篇文章进行分析。本研究让我们确定了四个主要的研究集群/主题,即CB行业和市场,营销和品牌,消费者行为和可持续性。提供了集群的详细信息。此外,研究结果显示,自2015年以来,关于CB的出版物显著增长,分散在许多期刊上,没有一个期刊具有明确的领导地位。定量方法占出版物的一半以上。研究的局限性/意义本研究对有意开展CB研究的学者来说是一个有用的指南。通过识别现有的文献集群,为未来的研究提供了一个框架,并提出了几个研究命题。本研究的结果有助于转债公司了解影响转债行业和市场的主要问题,从而能够调整其战略,并与所确定的四个主要集群的市场趋势保持一致。原创性/价值这是对CB的第一次系统回顾。因此,本研究对构建和完善CB研究文献做出了重要贡献,并为今后的研究提供了参考。在内容分析和聚类识别的基础上,研究结果描述了研究现状。因此,提供了一系列的研究机会。
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引用次数: 10
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International Journal of Wine Business Research
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