Wine service marketing, value cocreation and involvement research issues
Identifieur interne : 000B67 ( Main/Exploration ); précédent : 000B66; suivant : 000B68Wine service marketing, value cocreation and involvement research issues
Auteurs : Linda D. Hollebeek [Nouvelle-Zélande] ; Roderick J. Brodie [Nouvelle-Zélande]Source :
- International Journal of Wine Business Research [ 1751-1062 ] ; 2009-11-06.
Abstract
Purpose The purpose of this paper is to develop a conceptual model that examines wine channels typified by differing levels of service orientation, and resulting branding implications based on consumer involvement and value cocreation properties. Examples of channels characterised by relatively low levels of organisational service provision include supermarket retailing, while higher levels of service orientation are found in channels such as restaurants and wine tourism. The model thus provides a framework for analysis of wine branding across distribution channels characterised by differing levels of service orientation. Designmethodologyapproach A literature review addressing service provision in wine marketing, consumer involvement and needs, value cocreation and branding is proposed in the paper. Findings An integrative conceptual model and associated research issues are derived from a review of relevant literature. Research implications The paper provides a research agenda for involvementbased wine branding across more traditional, external marketingoriented channels e.g. supermarket retailing and emerging, more interactiverelational wine marketing service sectors e.g. restaurateurs, tourism. Originalityvalue The paper provides a deeper understanding of wine marketing in growing forms of servicebased wine channels.
Url:
DOI: 10.1108/17511060911004914
Affiliations:
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