Steve Goodman

An international comparison of retail consumer wine choice

Purpose – The purpose of this paper is to present the results from a 12 country study mapping the influencers on the choice of wine for purchase in the retail store environment. It demonstrates the usefulness of the best‐worst choice method in multi‐country research to map similarities and differences across market borders.Design/methodology/approach – Using a choice set of 13 attributes (influencers) that was developed from the literature and pilot studies, the B‐W choice method was used to conduct choice experiments related to what influenced consumer choice for the last bottle of wine they purchased in a retail store (in the context of “to have for dinner with friends”).Findings – The key influencers of previous trial and recommendation were highly important across most markets, with the exceptions in some markets of influencers such as “brand” (China and Brazil), “food matching” (France and Italy), “origin” (France) and “grape variety” (Austria).Research limitations/implications – The research analysi...

Chinese choices: a survey of wine consumers in Beijing

Purpose – The purpose of this paper is to investigate the purchasing behaviours of two Beijing wine consumer groups and evaluate the influence of different factors on their decision making process to provide information to better understand the Chinese wine market and assist with market entry and penetration.Design/methodology/approach – A questionnaire with 27 single choice or scoring questions and a set of 13 best–worst (BW) scaling questions is designed. Typical consumers in supermarkets and university students are invited to answer the questionnaire which uses a mix of nominal and rating scale responses as well as a BW choice experiment.Findings – The results show that the consumers intend to pay low prices for daily use wines, but high prices for wines for gift purposes. Domestic brands constituted the highest proportion of the purchases, followed by French wines. The consumers are sensitive on price and country of wine origin; awards, medals, and vintage were of low influences in wine purchasing dec...

Consumer preferences of wine in Italy applying best‐worst scaling

Purpose – The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic subgroups of the sample.Design/methodology/approach – The best‐worst (BW) method was applied together with simple statistical methods to measure the degree of importance given by respondents to attributes, avoid rating bias problems, and compare potential market segments.Findings – A general analysis of BW scores showed that direct, personal and sensorial experiences are the most important attributes when choosing wine. The statistical analysis evidenced that, while choosing wine in retail stores, the level of involvement respondents have toward wine, the age of the interviewees and the geographical provenance of the respondents showed the greatest differences in attribute importance. Respondents in the on‐premise sector were m...

Social media engagement behaviour: a uses and gratifications perspective

The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their social media content. However, theoretically based academic guidance concerning marketing practice and engagement in new media social networks is limited. This article provides a theoretical model to explicate the role of social media content in facilitating engagement behaviour within a social media context. Based on uses and gratifications theory, it provides a model for how an organisation can stimulate positively valenced engagement behaviour through social media and dissuade negatively valenced engagement behaviour in this forum. A typology of social media engagement behaviour is proposed and a series of hypotheses exploring the relationships between social media content and engagement behaviour are presented.

Social media: communication strategies, engagement and future research directions

This study aims to use social media data to identify brand communication strategies on Facebook. The analysis uncovers trends and statistics regarding engagement rates. This research leads to the development of a future research agenda for social media and engagement research.,The Facebook Insights data of 12 wine brands over a 12-month period informed this study. Descriptive analysis was undertaken to examine the social media communication strategies of these brands. The impact of these strategies on engagement metrics is also examined.,The findings demonstrate a low rate of engagement among the users of the wine brand Facebook pages. A majority of Facebook fans rarely engage with the brands. The results demonstrate that user engagement varies depending on the day of the week and hour of the day of the brand post.,Wine brands can use these findings as a guideline for effective practice and as a benchmarking tool for assessing their social media performance. The paper provides implications for marketing scholars through the development of a future research agenda related to social media, customer engagement and wine marketing.,This paper fulfils an identified need by offering practical advice to wine producers on the necessity to explore and understand social media strategy and customer engagement characteristics.

Beyond Better Wine: The Impact of Experiential and Monetary Value on Wine Tourists’ Loyalty Intentions

Research on the experiential aspects of wine tourism has been advocated but the evolution of this approach in this field is still in its infancy. This exploratory study proposes a behavioral model to simultaneously examine the role of hedonic and utilitarian shopping value as well as monetary value perceptions in predicting cellar door visitors’ overall satisfaction and loyalty intentions. The application of partial least squares path modeling indicates that cellar door visitors are oriented toward the experiential aspects of the visit itself as much as to pragmatic considerations in purchasing wine. The insights are, therefore, directed toward the creation of a total cellar door experience. These findings contribute to the understanding of a cellar door visitors’ decision-making process, providing managers and researchers with insights into how to effectively accommodate cellar door visitors’ needs.

Branded marketing events: a proposed "experiential needs-based" conceptual framework

Marketers and event organizers have long viewed sponsorship as a way to fund events and garner public attention for brands. Recent years has seen brands employ event techniques in their own right, with specific intent of more directly influencing the consumers attitude toward the brand. We propose a conceptual framework for how those events affect consumers across the range of “typical” consumers that attend events. This is done through proposing a typology of experiential involvement that demonstrates the likely impact an event will have on a consumer; events are categorized as educational or entertainment. Combining the typology with event types we propose a hierarchy of effectiveness for researchers and practitioners to consider and further research.

Branded marketing events: engaging Australian and French wine consumers

Purpose The purpose of this paper is to introduce the term branded marketing events (BMEs), and examine the role of its experiential components as a strategic tool for the facilitation of customer brand engagement. This study examines five experiential components of BMEs at events held in Australia and France to determine their respective impact on customer brand engagement. Design/methodology/approach Surveys were distributed to attendees of ten events by six wine brands in South Australia, and six events in five sub-regions of Bordeaux. Findings Findings suggest that BMEs influence customers’ brand engagement and brand purchase intention in both Australia and France. However, the experiential components within the events had differing effects. Australian customers were influenced by cognitive, sensorial, and relational experiences and their increased customer brand engagement strongly influenced brand purchase intention. French customers, however, required pragmatic event experiences to build brand engagement. Originality/value Recognizing their mutual experiential and interactive foundations, this study integrates the research domains of marketing events, customer experiences and customer brand engagement, and contributes to the strategic understanding of how branded event experiences facilitate customer brand engagement.

The role of employer brand equity in employee attraction and retention: a unified framework

Purpose The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention. Design/methodology/approach This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship. Findings The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand. Originality/value Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. The EBE framework goes beyond existing models by providing a conceptualization that aims to reflect the employer-brand relationship from the perspective of existing and potential employees. Further, it provides theoretical and empirical rationale for a set of propositions that can empirically be examined in future research.

Antecedents and Consequences of Employer Brand Equity: Toward a Conceptual Framework

Recent years have witnessed the use of marketing perspectives to examine the challenges confronting companies in their ongoing quest for employee attraction and retention. Specifically, branding concepts have provided a useful theoretical foundation for researchers to explore and develop a deeper understanding of employer branding. However, most of the work in this area has focused on theory transfer and scale measurement with limited description of how employer brand equity might be developed and affect employee perception. The lesson from marketing is that branding research is more important when we know what drives its value and how it affects consumers’ perceptions. Using Aaker’s (1991) model of brand equity as a starting point, this paper introduces a conceptual framework for employer brand equity that incorporates both antecedents and outcomes and provides a theoretical foundation for future research.