Online wine ecosystem: the digital narrative of Sangiovese

Nosi, Costanza; Mattiacci, Alberto; Sfodera, Fabiola

doi:10.1108/bfj-05-2019-0379

Cited by 8 publications

(5 citation statements)

References 38 publications

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“…The analyses of winery brand strategies provided insights for winery SME branding strategy theory in the digital age, extending the previous theoretical findings from the literature on the process of crafting successful wine-related promotional strategies [114]. The generated typology of SME winery branding strategies with eight differing approaches supports an assumed high relevance of sustainability-being a factor across the identified clusters, but also serving profiling.…”

Section: Discussion and Future Research Directionsupporting

confidence: 70%

“…Modern branding strategy is created in a multi-channel co-creation process between companies and their stakeholders. This interaction is based on empowerment, partnering, collaboration, dynamism, and tailored content [63,114,128]. The concept of brand governance signifies stakeholder buy-in and a shared control over the brand by organizations and its stakeholders [128,129].…”

Section: Discussion and Future Research Directionmentioning

confidence: 99%

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A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation

Dreßler

Paunović

2021

Sustainability

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The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand strategy internalization of two current managerial paradigms—sustainability and co-creation. N = 895 German SME wineries were examined, leaning on a netnographic analysis of predominantly websites and social media interactions. A two-step clustering method thereby identified eight winery SME brand strategy types. The importance of sustainability across the identified eight brand strategy types is significant. Co-creation turned out to be a key profiling trait characterizing one brand strategy type. The typology illustrates strategic richness, with brand strategies leaning predominantly on traditional values, on sustainability, on external reputation, or on more innovative customer centric concepts such as co-creation. Hereby, the typology and the identified brand levers invite to strategically design brand management, governance, and sustainability. Wineries which focus on traditional positioning and legitimacy were found to be cautious in deploying co-creation through social media. Winery brands that are characterized by engagement in digital co-creation apparently either tend to expand their scope or partially combine it with traditional values, making them the most diverse type identified. Sustainability obviously needs to be addressed by all brand strategies. Despite industry and country focus, the analyses illustrate the relevance of socially-oriented profiling and highlights that sustainability has reached a status of a fundamental business approach still allowing to differentiate thereon. Furthermore, the business models of the SMEs need to deliver communicated values.

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Section: Discussion and Future Research Directionsupporting

confidence: 70%

Section: Discussion and Future Research Directionmentioning

confidence: 99%

A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation

Dreßler

Paunović

2021

Sustainability

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“…Although the role of text mining methodologies is widely used in analyses related to the promotion of product and services [47][48][49], only two bibliographic results utilized this methodology to analyse a US winery website to identify how businesses communicate family brand identities [50], and to investigate the online narrative of the San Giovese grape variety by examining the characteristics of non-winery-owned online information which may shape wine consumers' behaviour [51].…”

Section: Literature Backgroundmentioning

confidence: 99%

Wineries communication strategies. A text mining analysis

Fagioli

Gallesio

Viganò

2022

WEP

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The digital literacy that has developed in recent decades has resulted in internet playing an important role in the communication of wineries. Business websites, initially used as an exhibitor of products, quickly became one of the most important tools to implement communication strategies used to successfully place the wine product in a competitive market. The purpose of this study is to analyse major Italian wineries websites through textual statistics and text mining methods to provide evidence on the storytelling device adopted by these companies to promote and brand themselves. The information contained in the websites of the selected businesses in Northern, Central and Southern Italy, has been analysed in three steps. The first consisted in investigating categories with which the contents were organized, and the second step involved examining the contents’ word clouds which are useful for a qualitative analysis on similarities and differences found in the three different areas. Finally, different strategies were formalized, by reconstructing the structure of concepts underlying the communication models of the wineries of the three areas examined. The results demonstrate considerably different approaches adopted by the areas. While the wineries in Central Italy focus on communication concerning the company, in the North and South, more attention is given to production methods and territory respectively. Thanks to the analysis of word clouds it was also possible to expose the construct which is the basis of narratives used by wineries, followed by the typical communication strategy of the different Italian areas.

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“…These 14 additional references include a number dated 2018-20 and include BFJ papers from Arslan et al (2018), Cerri et al(2019), Kiil et al (2018) and Nosi et al (2019).…”

Section: Foreign Object In Food Incidentmentioning

confidence: 99%

“…This study seeks to address these issues by capturing the evolution and drivers of real behaviours whilst minimising issues around memory recall, the dissipation of emotions such as anger/frustration over time and considering other actors outside of the traditional service dyad. Adopting the principles of customer journey mapping (CJM) offers a powerful visual tool to address these issues and examine customer and staff interactions across multiple touch points (Nosi et al , 2019; Richardson, 2010) through pre-purchase, purchase and post-purchase stages (Dhebar, 2013). These mappings encapsulate cognitive, emotional and behavioural drivers and their complex interplay (Wolny and Charoensuksai, 2014).…”

Section: Introductionmentioning

confidence: 99%

Customer complaint journey mapping: a qualitative approach

Koussaifi

Hart²,

Lillystone³

2020

BFJ

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PurposeThis paper aims to extend the customer complaint behaviour (CCB) knowledge by introducing a visual technique called customer complaint journey mapping as a means of capturing and understanding multi-faceted service failures involving multiple actors.Design/methodology/approachResearch participants were trained to record contemporaneous accounts of future dissatisfactory dining experiences. Minimising issues of memory recall whilst faithfully capturing complainants' raw emotions. These recordings formed the basis for follow up interviews, based on the critical incident technique.FindingsThe central finding of this paper was how other actors outside of the traditional service dyad played a dynamic role in co-creating a complainants' emotions and subsequent behaviours.Practical implicationsThe resulting customer complaint maps give deep insights into the complex social dynamics involved in CCB, providing a powerful tool for both researchers and staff responsible for recovery strategies.Originality/valueThe mapping framework provides an innovative means of capturing the actual complaint experiences of customers and the role of other actors, utilising a multi-method approach designed to address various limitations of existing CCB research.

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Online wine ecosystem: the digital narrative of Sangiovese

Cited by 8 publications

References 38 publications

A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation

A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation

Wineries communication strategies. A text mining analysis

Customer complaint journey mapping: a qualitative approach

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