Antecedents of consumer brand loyalty in the Australian wine industry

The wine industry has become fiercely competitive worldwide and as a result, consumers are increasingly exposed to a wider range of wines in retail outlets. This expanding consumer choice means that there is a need for Australian wineries to develop and build consumer loyalty toward their brands. This paper aims to empirically examine the factors influencing consumer loyalty to wine brands. Using data from Australian wine consumers, the authors empirically test a model of antecedents of wine brand loyalty. The model considers wine brand trust, wine brand satisfaction, wine knowledge, and wine experience. Hypotheses were tested with structural equation modeling. The findings of this study show that wine knowledge and wine experience affect wine brand loyalty indirectly through wine brand trust and wine brand satisfaction. In addition, it is demonstrated that consumer satisfaction with a wine brand is the strongest driver of wine brand loyalty. The result of this study has value for Australian wineries, wine retailers, and wine marketers.     

服装品牌形象对品牌忠诚度的影响机制

鉴于服装品牌形象对品牌忠诚度影响的复杂关系,构建服装品牌形象、感知价值、顾客满意度、品牌忠诚度的影响关系模型并提出理论假设。将服装品牌形象分为服务形象、产品形象、宣传促销形象、企业形象、店面形象和使用者形象6个结构维度。对模型和假设进行实证检验,分析结果表明:服装品牌形象从直接和间接2个方面对品牌忠诚度产生影响;感知价值通过顾客满意度所产生的中介效果间接影响品牌忠诚度;服装品牌形象与品牌忠诚度之间的关系受到顾客满意度较大影响。服装企业应通过提升品牌形象促使顾客满意度向品牌忠诚的转化。     

服装色彩感知价值对品牌忠诚的影响

为分析服装色彩感知价值对品牌忠诚形成的影响机制,通过文献回顾和理论研究,构建了色彩感知价值、主动改善、品牌认同、品牌忠诚4个变量的理论模型,并提出相关假设;应用回归模型对收集的207份有效问卷进行实证分析.研究表明:服装色彩感知价值理论模型具有较好的可靠性与相关性,提出的3个假设均得到验证;消费者感知到的服装色彩价值越...     

Enduring involvement with wine: predictive model and measurement

This exploratory study identifies the dimensions of enduring involvement with wine. This article outlines the conceptualisation and measurement of enduring involvement of consumers with wine in regard to its value order in the hierarchy of needs. A convenience sample yielded 140 useable surveys after questionnaires were administered to pre-qualified consumer respondents. Data were analysed using the Predictive Analytics SoftWare statistical software package and its add-on feature, AMOS 18. It was found that wine consumers exhibit varying dimensions of enduring involvement according to the characteristics of the hierarchical order of need. The dimensions of enduring involvement identified to be associated with wine as a social and esteem value order product were: pleasure/interest, wine-related lifestyle/enjoyment and self-image/sign value. We conclude that enduring involvement is the more important of the two variants (situational and enduring) of the involvement paradigm. When harnessed by wine marketers, this may therefore boost sales and customer loyalty. Marketers need to know the drivers of wine consumers in relation to the product they buy. This will help in communicating the best strategies to adopt for consumers and how they are applied.     

The mediating role of brand trust and affect in clothing brand loyalty formation: a cross-cultural examination of U.S. and India

This study examines the process of how consumer perception of benefits from apparel brand leads to brand loyalty and compares the process between US and India. The proposed research framework posits that consumers' perception of utilitarian and hedonic benefits from a brand increase loyalty toward the brand via the mediating role of brand trust and brand affect. Analyses of the hypotheses collectively revealed that consumers' hedonic benefit perceptions of apparel brand, rather than their utilitarian benefit perceptions, influenced the enhancement of brand trust and brand affect. Further, brand affect, rather than brand trust, influenced and mediated the development of brand loyalty of apparel brand. This study also found country moderating effects on three paths, suggesting that hedonic benefit of a brand and brand affect plays a greater role for US consumers than for Indian consumers. Academic and managerial implications were discussed based on findings.     

The influence of involvement on purchase intention for new world wine

Understanding the ways in which consumers’ involvement levels influence how they use different cues to make purchase decisions has been a topic of research for several decades. This study, which provides a specific extension to the more general study by Lockshin et al. [Lockshin, L., Wade, J., d’Hauteville, F., & Perrouty, J. P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3–4) 166–178] examines the moderating effects of wine product involvement and wine purchase involvement on wine purchase decisions. A sample of 187 New Zealand regular wine consumers participated in a conjoint experiment using the variety New Zealand Sauvignon Blanc. The product stimuli were defined by three attributes: (i) presence/absence of region of origin information, (ii) price level, and (iii) presence/absence of a price discount. Purchase intention ratings, which were analysed using multiple regression and non-parametric bootstraps, suggested that the cue pertaining to information about region of origin was more important for consumers high in product involvement and purchase involvement than for consumers with low levels of involvement. There was also some evidence to suggest that consumers who are high in product involvement place less importance on price and, that consumers who are low in purchase involvement place greater importance on price discounts.     

The preferences and prejudices of Australian wine critics

The paper demonstrates a method for identifying and measuring the preferences and prejudices of wine critics. Employing expert rating scores from four wine critics assessing Australian premium wines, the analysis further illustrates the significant variability which exists among expert quality scores. A mean pairwise correlation of 0.435, an intraclass correlation of 0.426 and an alpha reliability of 0.748 are identified for 258 commonly assessed wines. These measures of rater consensus are lower than those identified from other wine studies and in other disciplines. Regression models are developed to explain the difference between each specific expert score and the average score of the other experts. The models explain the specific preferences of wine critics employing information which is readily available to consumers. For different experts, the cellaring potential of a wine, its vintage, the source region of the grapes and the variety/style of the wine are found to explain wine preferences to different degrees. The presented information may usefully be employed by consumers when confronted with conflicting wine scores. To aid with purchasing wine products consumers may wish to align their preferences with the identified preferences of specific wine critics.     

A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behaviour

Few Australian wine companies have the resources to acquire consumer relevant information to assist their strategic decision-making. This exploratory study examined the relationship between Australian consumers' wine expertise and their self-reported wine related behaviours, such as wine purchasing and consumption. A measure of consumer wine expertise developed specifically for the Australian consumer, comprising a wine knowledge test and an aroma identification (sensory) test, was used to segment 61 wine consumers into three expertise levels. A large positive correlation between wine expertise and formal wine training was demonstrated. Data showed that females dominated the low and males the high expertise groups, respectively. The high expertise level consumers spent more on wine, purchased more bottles and fewer casks per month and consumed more wine in a week than the low and medium expertise groups. Analysis revealed significant differences between the styles of wine consumed by the various expertise levels. A combination of Factor and Cluster analyses generated three distinct consumer segment profiles based on wine purchase drivers. These preliminary data indicate that wine consumers' wine behaviour may be influenced by their wine expertise.     

Does the direction of offshoring matter? Comparison of downward and upward offshoring strategies in changing consumers’ brand perception by brand tiers

Abstract

Offshoring strategies raise a critical question to defining the country images of brands, as offshoring results in discrepancies between the country-of-brand origin (COB) and the country-of-manufacture (COM) by relocating COM from the home to another country. Based on cognitive dissonance theory and social exchange theory, this study assesses the outcomes of apparel brands’ differing types of offshoring strategies by tracing consumers’ brand perception as these change after the revelation of offshoring information, particularly by comparing those outcomes between an upscale brand and a midmarket brand. Results from an experimental study revealed that a brand originating from a developed country’s offshoring from a developing country can significantly decrease brand credibility and prestige, while a brand originating from an emerging country’s offshoring from a developed country does not significantly improve those brand assets in either the upscale or the midmarket brand contexts. The paper concludes with a discussion of theoretical and managerial implications along with suggestions for future research.     

新疆吐鲁番市葡萄酒产业提质升级的对策研究

吐鲁番是新疆最早酿造葡萄酒和葡萄酒企业最多的区域,也是新疆四大葡萄酒生产地之一。借助实地调查、访谈法,发现目前该产区定位不清楚,产区推广不够导致产区公共品牌影响力低;葡萄酒制造相关配套匮乏,企业生产成本高,经营收益较低,无法有效聚焦更优质生产要素以促成产业提质升级。为破解此困境,建议该产区充分依托本地葡萄知名度,将吐鲁番打造成中国“白兰地之都”,打响葡萄酒产区品牌知名度;继续强化对葡萄酒产业发展的统筹管理,在融资、人才、土地等方面优化现有的产业支持政策,提升葡萄酒产业集聚水平;充分发挥吐鲁番市旅游资源和葡萄酒庄相互内嵌的天然优势,打造一批“葡萄酒＋旅游”双向融合的旅游产品,实现吐鲁番葡萄酒一、二、三产业的融合。     

Cooperatives,wine clusters and territorial value: evidence from an Italian case study

The objective of the research is to investigate whether the strategic dynamics of wineries that operate in a wide homogeneous territorial system can result in a relational space and play the role of a wine cluster, and if so, how. For this purpose, a group of Italian wine cooperatives has been analysed through a framework that attempts to integrate all the most relevant quantitative and qualitative components of a local territorial system. The study has been carried out in three steps: identifying the elements of the wine cluster, bringing each element into a specific matrix of analysis and recreating the matrices within a synthesis framework. The results show that the cluster is not identified with the wine region. Instead, it is formed through the homogeneity of the businesses' strategic orientations, which has led to a specific territorial identity.     

Differential effects of brand,ratings and region on willingness to pay: a hedonic price approach

How consumers respond to signals of a products quality plays an integral role in marketing strategy. While the effects of product characteristics such as brand, region of origin, and ratings have been studied extensively, research on how they interact with each other and the differential effects of these by market segment has not been studied. This paper provides a unique insight into the purchasing behavior of US wine consumers and shows how brand, region and ratings interact and how each has a different effect dependent on price segments and varietal. We attribute these differences to unobserved heterogeneity across consumers who respond differently to different signals of quality. Using data on retail wine purchases in the USA combined with third-party ratings, we used a fixed-effects model to analyze willingness to pay for wine. Our findings provide marketers with a guide to which product characteristics in terms of brand, ratings, and region are the most effective signals of quality to different consumer market segments.     

Effect of nitrogen source and citric acid addition on wine preparation from Japanese persimmon

Persimmon is one of the most popular fruit crops in Asian countries. It contains high amounts of biologically active compounds which have been associated with various health benefits. Keeping in view the nutritional value of the fruit, the present study was conducted for utilizing Japanese persimmon cultivar Fuyu into wine. The pulp was diluted with water in 1:1 ratio and ameliorated with addition of sugar, additives like diammonium hydrogen phosphate and citric acid in different concentrations. The fermentation was carried out at a temperature of 27°C. The results revealed that must prepared by adding 0.1% di‐ammonium hydrogen phosphate (DAHP) and 0.3% citric acid had a higher rate of fermentation and ethanol content. Further, the wine had many desirable characteristics such as higher amount of alcohol (12.29% v /v), esters (59.71 mg/L), total phenols (268 mg/L) and antioxidant activity (81%) with a comparable amount of higher alcohols, total sugars, reducing sugars and volatile acidity. The wine had high sensory scores for various sensory attributes like colour, taste, appearance, aroma, acidity, sweetness, body, flavour, bitterness, astringency and overall impression. Hence, from the present investigations it can be concluded that wine can be successfully prepared from persimmon fruit by dilution with water in 1:1 ratio and addition of additives in the concentration of 0.1% DAHP and 0.3% citric acid. Copyright © 2017 The Institute of Brewing & Distilling     

Comparison of best–worst and hedonic scaling for the measurement of consumer wine preferences

Background and Aims:  Best–worst scaling (BWS) is compared to standard hedonic scaling for measuring consumer wine preferences. BWS is a relatively new method for producing ratio-level scales and has gained recent attention for application in sensory research, but has not been applied to wine.
Methods and Results:  Regular wine consumers (112) evaluated eight designed wines with both scaling methods in an intra-subject design over two test periods. The methods did not result in comparable product liking results. The eight wines could almost be differentiated on an aggregated level with hedonic ratings ( P  = 0.076); there was no significant difference with BWS. Latent class analysis was used to identify two clusters, which differed on the preferences for the designed sensory components. The BWS design had to be split into several blocks, so no complete individual measures were available, which prevented analysing heterogeneity for this method.
Conclusions:  BWS needs more wines to be assessed per person in order to discriminate between red wines and to allow modelling of consumer preference heterogeneity. Respondents would have to accomplish complete individual BWS designs, which requires repeated exposure to the same set of wines over several tasting sessions.
Significance of the Study:  This study demonstrates that BWS is not as suitable for sensory consumer preference measurement of red wine as hedonic rating. While BWS has shown a higher discriminative ability for different products and in non-sensory research, the factors of alcohol, tannin and memory fatigue make it less practical for red wine sensory measurement compared to hedonic rating.     

枣酒和其他果酒澄清净化及陈化技术研究进展

澄清净化处理可以保证果酒的品质并保持最佳感官品评效果和稳定性。陈化技术能够加速果酒的陈酿时间,降低企业生产成本,提高经济效益。该文主要概述了枣酒及其他果酒的澄清净化的方法及陈化技术的研究现状,并对黑化红枣酒的研究现状、澄清净化及人工催陈技术进行总结,以期为枣酒及其他果酒的产业化开发提供一定参考。