Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy

Atkin, Tom; Wilson, Damien; Thach, Liz; Olsen, Janeen E.

doi:10.1016/j.wep.2017.10.003

Cited by 27 publications

(11 citation statements)

References 30 publications

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“…Indeed, the Provence region can be considered a point of reference for rosé wine production. This finding confirms the positive effect that place-based branding has on consumer awareness and preferences, explaining the benefits that French rosé wine producers have derived from a collaborative regional marketing strategy (Atkin et al, 2017). The positive attitude of wine bar visitors towards a new product and variety seeking, irrespective of price, may be explained as an attempt to socialise and concern for social image, which usually characterises younger consumers (Agnoli et al, 2011;Agnoli et al, 2018;Olsen et al, 2015).…”

Section: The Case Of Rosé Wine In Italysupporting

confidence: 69%

“…Previous research showed that the conjunctive labelling based on place identity and other wine quality attributes (e.g. the grape variety) may increase consumer perception and trust in the quality of the product with a positive effect on brand image and economic benefits for wine producers (Atkin et al, 2017;Bruwer and Johnson, 2010;Johnson and Bruwer, 2007). This might also be the case of the Italian rosé wine.…”

Section: Introductionmentioning

confidence: 99%

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Consumer personality, attitudes and preferences in out-of-home contexts

Capitello

Bazzani

Begalli

2019

IJWBR

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Purpose This study aims to focus on consumers’ preferences towards rosé wine and explore whether and how the consumption context may influence consumers’ choices. Design/methodology/approach Using social networks platform, the authors conducted a choice experiment, to evaluate Italian consumers’ preferences for a glass of rosé in two consumption contexts, restaurant and wine bar. Characteristics of the rosé wine also included price, origin and type of wine. The authors applied a latent class analysis to define rosé wine consumers’ segments and incorporated personality traits in the model. Findings The results define three rosé wine drinkers’ profiles: “Wine bar visitors”, “The unenthusiastic” and “Restaurant visitors”. Socio-demographic characteristics and personality traits significantly affect consumers’ membership to the different segments. Who prefers to drink a rosé glass at the wine bar is younger, more opened to new experiences and, therefore, more inclined towards more sophisticated choices. Consumers at the restaurants tend to be more extrovert and sensitive to price. Practical implications This study offers insight for practitioners of both wine and hospitality industries in the development of strategies for new products market placement and, at the same time, for academics who are interested in the understanding of behavioural reasoning of consumers’ wine purchase choices. Originality/value This research investigates the effect of consumption context on individuals’ preference formation for a less familiar wine, such as rosé in Italy. To the authors’ knowledge, no previous studies explored how personality traits may affect consumers’ wine consumption context choices.

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Section: The Case Of Rosé Wine In Italysupporting

confidence: 69%

Section: Introductionmentioning

confidence: 99%

Consumer personality, attitudes and preferences in out-of-home contexts

Capitello

Bazzani

Begalli

2019

IJWBR

View full text Add to dashboard Cite

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“…Also Atkin and Johnson (2010) confirmed the importance that US consumers recognized in wine origin cues and less so in appellations, adding that this perception is more solid for expert consumers. In addition, as emphasized by Bruwer and Johnson (2010) "the higher the price of wine under consideration, the greater the level of importance placed upon region or origin" (Bruwer and Johnson, 2010, p. 315), while Atkin et al (2017), in order to further exploit the potential to properly indicate the origin a of wine in a way that could be valuable to consumers, suggested that "conjunctive labeling is a useful branding tool, with consumers remembering sub regions to a greater degree when established within larger regions" (Atkin et al, 2017, p. 162).…”

Section: The Potential Of Geographical Cues Together With Other Factorsmentioning

confidence: 99%

Geographical cues: evidences from New and Old World countries' wine consumers

Giacomarra

Galati

Crescimanno

et al. 2020

BFJ

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PurposeThis systematic review aims to investigate how geographical cues affect wine consumers' behaviors, with reference to the New and Old Worlds, and accordingly, how are recent consumption patterns and new consumer profiles modifying roles of geographical cues?Design/methodology/approachThis work employed a systematic literature review methodology on the extant literature published from 2009 to 2019.FindingsResults, summarized in a conceptual framework, emphasize five thematic areas on how geographical cues should be considered for future research and for new marketing strategies to capture consumers of New and Old World wines. Consumers' wine knowledge, socio-ethno-demographic factors, consumption settings, labeling strategies and the use of medals and awards on labels emerged as relevant factors to deal with consumer's risk-reduction strategies.Research limitations/implicationsThe main limit is the adoption of a systematic review method.Practical implicationsResults suggest that wine managers should invest in acquiring more knowledge about consumers' profiles in both Worlds for their marketing campaigns, labeling and advertisement strategies. Although geographical cues are considered relevant in consumers' buying decisions, extrinsic cues are also increasingly acceptable, and there should be more investment in publicizing geographical attributes around the world.Originality/valueThis is the first review focusing exclusively on the role of geographical cues on consumer's behavior toward New and Old World wine producers.

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“…The strengthening of brand awareness paves the way for a victorious brand, due to the distinction from other brands present in the market (Ahmed et al, 2017). For example, Constellation, one of the largest wine companies in the world, invests heavily in the acquisition of wine brands to create and increase brand awareness (Atkin et al, 2017). This strategy recognizes the important role that brand awareness plays in the distinction between products and in the consequent purchase, therefore consumers can buy a bottle of wine by the brand name, even when they have little knowledge about that particular wine (Foroudi, 2018).…”

Section: Brand Awarenessmentioning

confidence: 99%

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

Passagem

Crespo

Almeida

2020

WEP

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The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

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Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy

Cited by 27 publications

References 30 publications

Consumer personality, attitudes and preferences in out-of-home contexts

Consumer personality, attitudes and preferences in out-of-home contexts

Geographical cues: evidences from New and Old World countries' wine consumers

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

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