Search results for "Advertising"
showing 10 items of 680 documents
Acceptance of Branded Video Games (Advergames)
2014
Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience…
Opinions on Wine in a New Consumer Country: A Comparative Study of Vietnam and France
2009
Historically, wine was introduced in Vietnam by the French. Further to develop wine consumption in Vietnam, this paper examined the opinions and motivations for wine drinking in a group of Vietnamese consumers and potential consumers. Their concerns were compared with the opinions and motivations expressed by a group of participants from France, considered as a ‘traditional’ consumer country. Our results showed that in Vietnam wine-drinking motivations are characterised by utilitarian and symbolic aspects rather than experiential ones. Certain cultural characteristics of Vietnamese consumers are put forward to explain their motivations.
Identifying motives underlying wine purchase decisions: Results from an exploratory free listing task with Burgundy wine consumers
2014
Abstract To better understand consumer decision making processes while purchasing wine it is important to identify which attributes consumers actually rely on and how they perceive and weight them in order to reach a final decision. The aims of the present work were to identify motives underlying wine purchase decisions and to identify consumer segments with different drivers of wine purchase. One hundred and twenty seven Burgundy wine consumers were asked to complete a free listing task. Relevance of each category of elicited terms was estimated by Smith's and Cognitive saliency indices. Hierarchical cluster analysis was performed on individual Smith's saliency indices. In the free listing…
Semantic and perceptive organisation of Sauvignon blanc wine characteristics: Influence of Expertise.
2011
Abstract The influence of expertise on hierarchical organisation of knowledge about Sauvignon blanc wine sensory properties was investigated. Sixteen wine professionals (‘experts’) and 16 wine consumers in New Zealand organised 67 experimenter-provided descriptors of Sauvignon blanc wine by building an hierarchical tree with the sensory properties (see Urdapilleta, Giboreau, Manetta, Houix, & Richard, 2006 ). Each participant organised the Sauvignon blanc sensory properties under two conditions, a Semantic condition (memory-based) and a Perceptive condition (experiential). The Perceptive condition followed the Semantic condition and involved participants tasting three Sauvignon blanc wines,…
Wine list engineering: categorization of food and beverage outlets
2009
PurposeThe purpose of the paper is to identify and measure the main standards of the wine lists of upscale restaurants.Design/methodology/approachWine lists of a sample of 50 upscale restaurants were analyzed. A cluster analysis was performed.FindingsThree differentiated profiles of restaurants are identified according to their wine list management: selection, specialization and complementarity.Research limitations/implicationsThis study was exploratory and similar studies need to be performed covering more geographic locations.Practical implicationsRestaurants differ in their current practices and key standards of their wine lists according to their positioning strategy. Upscale restaurant…
Extrinsic attributes responsible for red wine quality perception: A cross-cultural study between France and Spain
2014
Understanding quality perception requires focusing both on product proprieties and consumers' representations. The goal of this study was to access the representations of perceived extrinsic wine quality of consumers from two different wine regions in two European countries with an important wine tradition: La Rioja-RJ-(Spain) and Cotes du Rhone-CdR-(France). Twenty commercial red wines (ten from RJ and ten from CdR) were evaluated in terms of quality by means of a categorization task. Ninety-five French and 93 Spanish consumers had to categorize the 20 wines according to four levels of quality going from very low to very high quality. Three clusters of French and two of Spanish consumers h…
Instruments for Wine Promotion in Upscale Restaurants
2010
In recent years, wine marketing has assumed an increasingly important role in restaurants. The growing complexity of the supply of wines determines that consumer choice is conditioned by wine labels included in the wine list and the influence of the waiter. The objective of this study is to identify and characterize how a wine list is prepared and displayed for wine promotion by upscale restaurants, depending on the presence of wine specialists on staff. As a result, it is observed that the content and design of the wine list is largely conditioned by the presence of a sommelier, since the ways used for promoting wines in the wine lists differ across restaurants.
Adapting marketing strategies: a linguistic analysis of wine advertising in Spain, 1970-2010
2019
The Spanish wine sector has undergone a series of changes in the last decades, particularly due to the decreasing domestic demand and the growing international competence. Consequently, Spanish wineries have had to adapt to this new situation by adopting new marketing policies. The aim of this study is to explore to what extent these new policies have been applied by means of the linguistic analysis and comparison of different types of advertisement in specialized printed media, focusing on the specific frequency of the most used word families in adverts from the 70s to present day. A corpus of 640 adverts has been compiled. We have particularly paid attention to the words that have been us…
Do upscale restaurant owners use wine lists as a differentiation strategy?
2009
Abstract The present paper studies various criteria used by upscale restaurant owners to differentiate their restaurants and to define their positioning. In particular, we studied several wine list attributes. Through a cluster analysis and a correspondence factor analysis based on different objective wine list characteristics, we obtain two main differentiated profiles of restaurants according to the relative importance of their wine list in comparison with food menu: wine selection and complementarity. Upscale restaurants need to define their positioning strategy and elaborate their wine lists according to their strategy.
Logos indicating environmental sustainability in wine production: An exploratory study on how do Burgundy wine consumers perceive them
2014
Corrigendum to “Logos indicating environmental sustainability in wine production: An exploratory study on how do Burgundy wine consumers perceive them”Food Research International, Volume 66, December 2014, Page 515; Logos on environmental sustainability could consist of an effective strategy to provide consumers with accurate, understandable and trustworthy information to encourage them to buy environmentally sustainable wines. However, the large number of different logos indicating environmental sustainability available in the market raises the question of whether their associated messages are successfully conveyed to consumers. In this context, the aim of the present exploratory study was…