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The ‘real thing’: Branding authenticity in the luxury wine trade
Abstract
Authenticity is a cornerstone of contemporary marketing practice yet confusion surrounds the nature and use of authenticity in the brand arena. We identify six attributions of authenticity based on an examination of the strategies of 20 ultra-premium wineries and interviews with 30 wine consumers. These six attributes are: heritage and pedigree, stylistic consistency, quality commitments, relationship to place, method of production, and downplaying commercial motives. These attributes of authenticity resonated with consumers. The attributes of authenticity were both real and stylized versions of the truth.
... While the two concepts are linked, they still are not synonymous. Terroir offers an indicator of authenticity, but other factors, such as history, tradition, product consistency and commitment to quality, can establish it independently of terroir (Beverland, 2006). Similarly, as indicated below, the perception of authenticity is only one of the potential benefits of terroir. ...
... Undoubtedly, for many consumers, terroir offers an immediate guarantee of authenticity, but for others, terroir highlights benefits such as the presumption of "good taste" and therefore product quality. Terroir confers a perception of authenticity for certain consumer segments (Beverland, 2006;Charters et al., 2017;Spielmann & Charters, 2013). Beverland (2006), in his study of the concept of authenticity in the luxury wine trade, defines authenticity by six essential characteristics: heritage and lineage, stylistic consistency, commitment to quality, connection to a specific place, production methods, and discretion of commercial intentions. ...
... Terroir confers a perception of authenticity for certain consumer segments (Beverland, 2006;Charters et al., 2017;Spielmann & Charters, 2013). Beverland (2006), in his study of the concept of authenticity in the luxury wine trade, defines authenticity by six essential characteristics: heritage and lineage, stylistic consistency, commitment to quality, connection to a specific place, production methods, and discretion of commercial intentions. These elements, although derived from a study focused on a particular industry, in this case wine, are transposable to other sectors. ...
This literature-review paper explores the concept of authenticity in terroir products, focusing on perceived authenticity. The research aims to deepen the understanding of concepts and models related to these products. While research on terroir products exists, studies specifically examining them within the Moroccan context are limited. This review examines the intricate relationship between authenticity, consumer perception, and behavior, providing a specific overview of studies conducted on terroir products in Morocco. The findings of this review highlight the importance of conducting studies on perceived authenticity in Morocco and how they can contribute theoretically and for marketing purposes.
... According to earlier research, perceived emblem authenticity affects client perceptions with the aid of using strengthening emblem agree with and emotional attachment, main to better emblem price and willingness to pay top class charges (Fritz et al., 2017;Riefler, 2020). Authentic manufacturers that continue to be constant with their guarantees beautify purchasers` intrinsic motivation, main to more emblem love, repeat purchases, and a better fee top class (Beverland, 2006;Napoli et al., 2014). Following this theoretical foundation, this examine hypothesizes that PBA dimensions-high-satisfactory commitment, sincerity, and heritage-undoubtedly effect emblem love, which in flip complements non-stop buy goal and willingness to pay top class charges amongst Generation Y purchasers in Pakistan. ...
... These findings endorse that at the same time as an emblem`s records and legacy may also make a contribution to its normal perception, purchasers in Pakistan prioritize sincerity and product first-rate whilst making shopping decisions. Prior studies, including Beverland (2006), have emphasised that purchasers are attracted to manufacturers that hold a robust dedication to first-rate, as this guarantee fosters believe and loyalty. Additionally, sincerity has been identified as a key driving force of emblem attachment, because it displays the emblem`s cappotential to always satisfy its guarantees (Beverland, 2005). ...
... An emblem`s long-status records and consistent sincerity had been located to decorate its perceived authenticity, making purchasers much more likely to spend money on better-priced products. Prior studies via way of means of Beverland (2005Beverland ( , 2006 additionally helps this notion, mentioning that a well-hooked up emblem records fosters purchaser consider and decreases skepticism approximately industrial motives. This explains why famous manufacturers including Amazon and Adidas are capable of command top rate costs within side the Pakistani market. ...
This study investigates the influence of perceived brand authenticity (PBA) dimensions (quality commitment, heritage, and sincerity) on brand love and subsequent consumer behavior among Generation Y consumers in Pakistan. Additionally, this research introduces brand trust as a mediating variable and explores differences between local and global brands to enhance originality. A mixed-approach approach emerges as employed, combining quantitative surveys and qualitative interviews. Data were accumulated from a numerous sample of Generation Y clients in Pakistan through a hooked up questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) emerges as used for hypothesis testing. Additionally, in-depth interviews were achieved to capture qualitative insights on brand authenticity perceptions. The results reveal that PBA dimensions significantly impact brand love, which, in turn, influences continuous purchase intention (CPI) and price premium (PP) willingness. Moreover, brand trust mediates the relationship between PBA and consumer behavior, strengthening the effect. Additionally, local brands (e.g., J., Khaadi, Daraz.pk) exhibit stronger authenticity perceptions than global brands (Adidas, KFC, Amazon) among Pakistani consumers. Digital marketing and influencer endorsements further enhance authenticity perceptions. This study contributes to branding literature by integrating Self-Determination Theory (SDT) and Consumer Culture Theory (CCT) to explain Pakistani consumers’ preference for authentic brands. It highlights the role of trust and digital branding in shaping PBA perceptions. For marketers, the findings suggest that authenticity-driven strategies, including transparent communication, cultural storytelling, and social media engagement, can enhance brand loyalty and justify premium pricing. This research contributes to the existing literature by examining the role of PBA in shaping consumer behavior within the Pakistani context. By understanding the specific factors that drive brand love and loyalty among Generation Y consumers, marketers can develop more effective branding strategies.
... Grayson and Martinec (2004) distinguished indexical authenticity ("something that is thought not to be a copy or an imitation," p. 297) from iconic authenticity ("something whose physical manifestation resembles something that is indexically authentic," p. 298), while Leigh et al. (2006) introduced an "existential" dimension, emphasizing the role of individual or communal experiences in authenticity perceptions. In the context of luxury wines, Beverland (2006) linked brand authenticity to six main attributes (heritage and pedigree, stylistic consistency, quality commitments, relationship to place, method of production and downplaying commercial motives); and so on. Accordingly, most scholars now agree that authenticity is a multidimensional construct (Bartsch et al., 2021;Morhart et al., 2015;Moulard et al., 2021). ...
... Brands that achieve this conformity often enjoy widespread recognition and legitimacy (Cayla and Arnould, 2008;Humphreys, 2010;Nunes et al., 2021). Consequently, brands often promote specific features, such as production IMR methods (Beverland, 2006;Carroll and Swaminathan, 2000), to conform to category membership and legitimacy conventions (Jasovska et al., 2023). ...
... For instance, Frith (1991) highlights that authentic rock music, especially after the rise of The Beatles, has closely been associated with Anglo-American cultures. Consumers often relate authenticity to products deeply tied to geographic regions, celebrating local artistry and traditions (Beverland, 2006;Peterson, 1997) and evoking a strong sense of place and a connection to a brand's unique origin (Newman and Dahr, 2014;Nunes et al., 2021). Brands that celebrate cultural heritage, family traditions, or artisanal craftsmanship particularly establish "indexical authenticity" by maintaining a profound connection to their roots (Grayson and Martinec, 2004). ...
Purpose
This article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study.
Design/methodology/approach
Employing Greimas’s (1987) semiotic framework, I analyze social media and media articles on Måneskin’s success, unveiling consumer perceptions of global, local and intermediate brand positionings and related authenticity dimensions. I particularly uncover a narrative centered on “global” versus “local” brand positioning and their counterparts (i.e. “not global” and “not local”), forming a semiotic square.
Findings
In the “global” perception, the band is evaluated in terms of conforming to global standards, while, in the “local” understanding, the emphasis shifts to connections to local roots. In the “glocalization” perspective (global and local), the band’s activities are assessed concerning an integration between global conformity and local connections. The “glalienation” viewpoint (neither global nor local) is related to consistency, in the sense of being unique and avoiding a commitment to either global or local values. The data also highlight issues of inconsistency regarding brand positioning’s contradictions, such as the band’s incoherently merging local and non-local elements.
Originality/value
The proposed structural semiotics approach enriches previous theories by examining authenticity within global-local dynamics, offering insights into various authenticity dimensions and their interplay. It underlines shifts in authenticity perceptions and challenges binary brand positioning, advocating for strategic placement across the global-local continuum. Moreover, it emphasizes leveraging cultural elements and semiotics to effectively communicate authenticity.
... The key associations related to brand heritage include longevity, core values, symbols, track record (Urde et al., 2007), consistency (Iglesias et al., 2011), the founding date and the name of the brand's founder (Hudson and Balmer, 2013 to infer continuity, credibility, knowledge and prestige (Wuestefeld et al., 2012). Furthermore, brand heritage is associated with expertise and legitimacy (Hudson and Balmer, 2013), perceived authenticity (Alexander, 2009;Beverland, 2006;Leigh et al., 2006;Napoli et al., 2014;Spiggle et al., 2012), trust (Blombäck and Brunninge, 2009;Rose et al., 2016;Urde et al., 2007;Wiedmann et al., 2011) and responsibility (Blombäck and Scandelius, 2013). References to people (e.g. ...
... Another quality of brand heritage is authenticity (Alexander, 2009;Beverland, 2006;Leigh et al., 2006;Napoli et al., 2014;Spiggle et al., 2012), which signals a brand's social commitment and positively impacts consumer-brand relationships (Fritz et al., 2017). Given that brand authenticity can directly impact warmth (Kolbl et al., 2020), brand heritage perceptions are expected to increase warmth perceptions because of their authenticity and originality. ...
... Brand heritage is also strongly related to authenticity (Beverland, 2006;Leigh et al., 2006;Napoli et al., 2014;Spiggle et al., 2012), which impacts consumer perceptions of competence (Portal et al., 2018). Brand heritage cues, such as the longevity and positive track record of a brand (Urde et al., 2007), as evidenced by its founding date (Hudson and Balmer, 2013), precipitate consumer inferences of knowledge (Wuestefeld et al., 2012), as well as expertise (Hudson and Balmer, 2013) and responsibility (Blombäck and Scandelius, 2013). ...
Purpose
Research has started exploring how brand heritage perceptions affect people. However, little attention has been paid to the underlying mechanisms and the link between brand heritage and relational outcomes. This study aims to integrate research on brand heritage with the stereotype-content model (SCM) to offer a novel explanation of why and when consumers identify with heritage brands.
Design/methodology/approach
Two quasi-experimental studies with consumers in Germany ( N = 312 and N = 300) focus on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls.
Findings
The findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition, they highlight the moderating role of brand anthropomorphism and loneliness.
Research limitations/implications
This study offers a novel process explanation for how brand heritage perceptions influence consumer–brand relationships, contingent upon loneliness and anthropomorphism.
Practical implications
The findings help marketers better understand how and when warmth and competence transmit positive brand heritage effects, resulting in more favorable responses.
Originality/value
To the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and anthropomorphic perspective on consumer responses to brand heritage perceptions.
... The existing research has utilized the concept of authenticity to elucidate the brand value associated with the origins of geographical indication products (Beverland 2006;Krajnc et al. 2021;Morhart et al. 2015; please refer to Panel A of Table 1 for details). Consumers commonly attribute authenticity to the adherence to traditional production methods (e.g., hand planting and harvesting, natural fermentation), perceiving such processes as fully leveraging natural resources and the accumulated knowledge of generations (Asselin et al. 2011;Belmin et al. 2018;Galoni et al. 2022). ...
... However, it neither mitigated nor exacerbated the detrimental impact of invoking science. Our findings resonate with extant literature, which posits that a diversified strategy may signal a company's commercial motive rather than its commitment to cultural preservation, potentially lowering consumers' perceptions of product authenticity (Beverland 2006;Castaldi and Giarratana 2018). Thus far, we confirmed the robustness of the observed effect by demonstrating that neither highlighting the company's headquarters being located at the origin of geographical indication products, nor the company's strategy specializing in geographical indication products, could eliminate the detrimental effect of invoking science. ...
Marketers frequently emphasize that their products have been scientifically developed, given the general perception of science as beneficial. However, highlighting the scientific production process for geographical indication products may prove counterproductive. Through a series of experiments, the current research demonstrates a negative effect of invoking science in the production process of geographical indication products on consumers' perceived authenticity and valuation (e.g., willingness to pay and purchase behavior). Furthermore, this effect could be eliminated if scientific methods are incorporated into the production process as a supportive element rather than a substitute for traditional methods. Additionally, when science is involved in the packaging design process or marketing communication process, it would be innocuous or even advantageous. By uncovering the detrimental effects of emphasizing a science‐involved production process for geographical indication products, this research provides valuable insights for managers aiming to exploit the advantages of applying scientific advancements in the production and marketing of geographical indication products.
... There are many of those purported to be strategies lack authenticity, but what do authenticity and authentic strategy mean? The words authentic and authenticity are not uncommon in the business literature, but they have been mostly used in relation to marketing (Kumar & Kaushik, 2022) branding (Beverland, 2006;Keller, 1993), leadership (George, 2003;Walumbwa et al. 2008) and ethics (Taylor, 1991;Boyle, 2003). Volume 21, No. 1 March 2024Keller (1993 relates authenticity to the concepts of identity while Beverland (2006) associates it with integrity and sincerity. ...
... The words authentic and authenticity are not uncommon in the business literature, but they have been mostly used in relation to marketing (Kumar & Kaushik, 2022) branding (Beverland, 2006;Keller, 1993), leadership (George, 2003;Walumbwa et al. 2008) and ethics (Taylor, 1991;Boyle, 2003). Volume 21, No. 1 March 2024Keller (1993 relates authenticity to the concepts of identity while Beverland (2006) associates it with integrity and sincerity. Rudinov (2006) defines it in relationship to the original source. ...
The rate of strategic failure reported in the literature has been alarming. Many authors attribute strategic failures to the challenge of implementation. One may, however, wonder whether strategizing is done in a genuine way or just in compliance with certain expectations. This paper argues that many organizations are not serious enough about strategy and do it mainly as a signal of good management or in response to institutional requirements. As a result, these organizations do not have authentic strategies. The paper builds on the strategy literature to argue for the need for more authenticity. It aims to contribute both to theory and practice. First, it introduces and develops the new concept of authentic strategy, presents its components, and distinguishes it from the concept of good strategy. Second, it proposes a self-assessment tool that executives can use to assess the authenticity of their strategy. This tool includes authentic mission, authentic vision, authentic values, core of authentic strategy, and implementation. The paper calls for further empirical research to validate and improve on the self-assessment tool. It also encourages addressing the impact of authentic strategy on organizational performance as an interesting subject for future research.
... His research focuses on brand innovation and positioning (Beverland, Farrelly, & Quester, 2010), brand authenticity in advertising communication (Beverland et al., 2008), and consumers' authentic cultural identity (Beverland, Napoli, & Farrelly, 2010). Specific products of interest include strategies for brand authenticity in luxury wine (Beverland, 2005(Beverland, , 2006Beverland & Luxton, 2005). Another noteworthy author is Moulard, with five publications, a total citation count of 543, and an average citation count of 108.60. ...
... Utilizing the binary approach of indexed authenticity and iconic authenticity proposed by Grayson and Martinec (2004), this group focuses on exploring the construction of consumer-perceived authenticity for different products from the brand management perspective. Examples include red wine (Beverland, 2005(Beverland, , 2006, automobiles (Leigh et al., 2006), and reality television shows (Rose & Wood, 2005), among others. ...
Plain language summary
The concept of brand authenticity holds significant importance within the realm of marketing endeavors. Considerable advancements have been achieved in the scholarly investigation of Brand Authenticity during the preceding two decades. Nevertheless, further research is required to do a more thorough analysis on this topic. This study aims to perform a bibliometric analysis to synthesize the scholarly publications published from 2003 to 2023. This study aims to analyze the publication patterns, prominent authors, influential literature, notable journals, research clusters, intellectual foundations, and topic trends. Our objective is to lay the groundwork for future initiatives by integrating current accomplishments and identifying areas that require attention. Two analysis tools, namely VOSviewer and Bibliometrix, were utilized to conduct an analysis and visualization of a total of 880 selected articles. The findings demonstrate a general upward trajectory in the number of publications, accompanied by the emergence of numerous esteemed researchers and the prevalence of extensive international cooperation. Additionally, many knowledge clusters have been established, explicitly emphasizing tourism, food and retail, marketing and management. There is a requirement for a more significant number of substantial advancements, which would stimulate the investigation of novel subjects to broaden the research domain on brand authenticity. Several possible topics of inquiry can be identified, such as the examination of additional antecedent and consequence variables, the exploration of cross-cultural marketing dynamics, the investigation of specific product authenticity, and the analysis of the influence of corporate social responsibility on the perception of authenticity. Through the examination and implementation of these instructions, it is possible to enhance comprehension of the concept of brand authenticity and augment the current body of knowledge.
... However, there is some uncertainty about whether authenticity must be genuine or whether it can be fabricated. (Beverland, 2006). ...
... Furthermore, people want to know where the origin of their products originate while knowing the story behind what they buy. Beverland (2006), explains six attributes of authenticity, that consumers regard as authentic. These include heritage and pedigree, stylistic consistency, quality commitments, relationship to place, method of production, and commercial motives. ...
This report explores concepts of provenance, authenticity, and traceability, and their application to taonga species during commercialisation in Aotearoa New Zealand.
... Brand longevity is often visible in advertising, for instance in campaigns celebrating brand anniversaries or mentioning a founding date (Scarpi, 2021). There is much research on positioning strategies such as nostalgic, authentic, vintage, retro and heritage for which brand longevity is a central aspect (e.g., Beverland, 2006;Brown et al., 2003;Merchant & Rose, 2013). These studies show a rather positive effect of using brand longevity in advertising, although it can also backfire (Han et al., 2021). ...
... Longevity has been studied as a signal that positively biases consumers' evaluations (Desai et al., 2008). A brand's longevity also often plays a part in the perception of brand positioning, such as retrobranding (Brown et al., 2003), nostalgic branding (Heinberg et al., 2020), authentic branding (Beverland, 2006), vintage branding (Dion & Mazzalovo, 2016), and heritage branding (Han et al., 2021). ...
Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand longevity should be displayed concretely rather than abstractly, because a concrete frame enhances perceived brand adaptability, which in turn positively affects attitudes towards advertising (Aad) and the brand (Ab). Four experiments using textual and visual manipulations of the construal frame provide support for this rationale. Theoretically, our research shows that in the case of brand longevity, concrete rather than abstract frame offers better performances in terms of attitude toward the advertisement and the brand.
... According to Ko et al., (Ko et al., 2019), a luxury brand is one that customers identify as being of the highest calibre, offering true value in the form of desired emotional and practical advantages, projecting prestige in the marketplace, and deserving of a premium price. Beverland (Beverland, 2006) Asserts that exclusivity and a high-profile reputation are intimately linked to the idea of luxury. Purchasing expensive products conveys information about a person's social standing. ...
The purpose of this study is to ascertain how premium brands and consumer experience affect brand loyalty and intention to repurchase. Customers of Berrybenka who have interacted more than twice make up the study's population. Purposive sampling was used in the sampling strategy, with a sample of just 200 Berrybenka product users chosen. Using smartPLS software, the data analysis method applies a structural equation model. The study's conclusions have substantial theoretical ramifications since they demonstrate the beneficial effects of luxury brands and customer experiences on brand love, as well as the importance of brand love in repurchase intention. This highlights the significance of favourable encounters and opulent imagery in cultivating brand loyalty among consumers. With the help of this research, businesses may create strategies that maximize the customer experience, luxury brand, and brand love to boost the likelihood that customers would make repeat purchases. These tactics are essential to a company's long-term success in the fashion or luxury product industries.
... Studies concerning wine branding cover many topics. Generically, a brand is related to abstract elements such as loyalty (Bandyopadhyay & Martell, 2007), identity (Devigili et al., 2018), and authenticity (Beverland, 2006). However, the concept of the brand shows several nuances when drawn to wine; it deals with, i.e. product features such as packaging (Orth & Malkewitz, 2008), labels (Labroo et al., 2008), and regionality (Johnson & Bruwer, 2007). ...
Wines are complex products. They historically have been identified by country and/or region of origin as well as by the producer or, in recent decades, marketed using grape varietal descriptions that gained 'generic brand status' (Spawton, 1999). Spawton (1990) supports a multi-faceted view of a wine brand. This brand hierarchy includes country of origin, region or appellation, variety of grape from which the wine is made, domain, bodega, or estate, and producer label. It may also include family heritage, production facility and equipment, winemaker, specific vineyard, soil type, climate, and even regional tourism characteristics and cuisine (Lockshin et al., 2000). Because of its agricultural nature, the wine industry has many brand-building sources to draw upon that go beyond primary product attributes. The proliferation of means of identifying wines leads to various product variants and types and a complex buying situation for consumers; this is a significant difference between wine and other consumer goods.
... This perspective is underscored in Morhart et al.'s (2015) research, which defines continuity as the quality of timelessness, historical significance, and the ability to transcend fleeting trends. Brands that uphold this sense of continuity while nurturing enduring customer relationships tend to earn a reputation for trustworthiness and credibility (Beverland, 2006). This reflects the sponsor's history, longevity, and consistent presence within the sporting world. ...
This study explores how factors of perceived authenticity (including continuity, integrity, and credibility) and sponsorship congruence impact attitudes toward sponsors and subsequent sports betting intentions and behaviors. We consider the moderating effect of sponsorship type (conventional versus commercial gambling providers) to identify differences among sponsors. We also employed latent segmentation analysis (a posteriori) to identify latent segments. The results indicate that segment differences are primarily related to the perceived similarity between sponsors and sports events. Fans of age exhibit less brand self-congruence, which negatively affects perceptions of authenticity and attitude toward the sponsor. Conversely, older fans perceive greater authenticity and positivity toward sponsors when there is congruence between the sponsor, the event, and fans’ identity. The sponsor type (conventional or gambling provider) did not differ significantly.
... Furthermore, family companies are perceived as more trustworthy (Beck and Pr€ ugl, 2018;Jaufenthaler, 2023;Sageder et al., 2015Sageder et al., , 2018. Studies have shown that family companies often prioritize building lasting and solid relationships with customers (Binz et al., 2013;Carrigan and Buckley, 2008), and they widely communicate their commitment to quality, even if it means appearing disinterested in commercial goals (Andreini et al., 2020;Beverland, 2006;Heine et al., 2016;Kov acs et al., 2014). Thus, family ownership can positively impact customers' trustworthiness and act as a quality reference, which can be particularly valuable in situations of high uncertainty such as M&A. ...
Purpose
Mergers and acquisitions (M&As) are a critical time for organizations and their consumers. For the company, there are many financial and non-financial risks. For customers, it requires deciding whether or not to continue the relationship that they had with the previous firm. This paper explores the extent to which communicating the family business (FB) brand, and the previous reputation of the acquirer affects customer perceptions and intentions after an M&A event.
Design/methodology/approach
Data for this study were collected from 159 Italian participants. We used a 2 (Communication of FB brand: Yes vs. No) by 3 (Reputation: positive, neutral, negative) between subjects’ experiment to test how the communication of the FB brand and the reputation of the acquirer affected perceived trustworthiness and service quality, and how this, in turn, influenced customer purchase intentions.
Findings
We find that communicating the FB brand does not influence consumer perceptions and intentions toward the acquired company. However, the previous reputation of the acquiring firm is critical in influencing consumer perceptions and intentions to buy.
Originality/value
Our study continues the growing research on M&A in family firms. It also increases our understanding of the boundary conditions of the FB brand effects, and the relevance that the previous reputation of a family firm can have in M&A scenarios. Finally, our study introduces the “Halo” and “Velcro” effects into the FB literature.
... Some defined it as iconic, indexical, and hypothetical (Grayson and Martinez, 2004). Some labelled the concept as-fabricated (Belk and Costa, 1998;Kwok, 2017), self-referential and hyper-authenticity (Rose and Wood, 2005), existential (Wang, 1999), symbolic (Guller, 1981, legitimate (Kate, 2004), literal or objective (Beverland, Lindgreen and Vink, 2008), sincere (Beverland, 2006), emergent (Cohen, 1988), approximate and moral (Leigh, Peters, and Shelton, 2006). ...
In my research on luxury branding management, I utilized autoethnography, role theory, and the Narrative Policy Framework (NPF) to examine how luxury branding management functions in the China business environment. I discovered that brand authenticity plays a critical role in shaping brand policy, and brand managers collaborate with business partners to set their brands apart. Brand managers still wield significant influence despite the collaborative nature of brand policy because of globalisation and Internet technology. Through my research, I introduced the Role-based Narrative Policy framework with new propositions, offering fresh perspectives on luxury brand storytelling for academia and luxury branding management practitioners.
... Some defined it as iconic, indexical, and hypothetical (Grayson and Martinez, 2004). I also found that some labelled the concept as fabricated (Belk and Costa, 1998), self-referential and hyperauthenticity (Rose and Wood, 2005), existential (Wang, 1999), symbolic (Guller, 1981, legitimate (Kate, 2004), literal or objective (Beverland, Lindgreen and Vink, 2008), sincere (Beverland, 2006), emergent (Cohen, 1988), approximate and moral (Leigh, Peters, and Shelton, 2006). ...
https://repository.mdx.ac.uk/item/17v6x1
This project is a transdisciplinary research of luxury brand management. It is conducted by studying the policy actor groups. I engaged myself in this autoethnography research as a professional practitioner. I applied role theory and Narrative Policy Framework (NPF) in my autoethnography research to describe and
explain how luxury brand management is possible in the offline business environment. Role factors and the properties of them are analyzed which show the dynamic and importance of human relationship in the process of luxury brand management. Using content analysis and strategy with Grounded Theory strategy,
additional hypotheses of NPF have been developed for a better understanding of luxury brand management practice. Brand authenticity is the most critical brand-oriented value that defines a brand policy. Managers of luxury brands are trying to differentiate their brands from each other by managing the establishment and
implementation of brand policies of their brands. Brand managers work with their business partners to implement brand policy. They manage their relationship under the regime of their own identities continuously. Despite the co-ownership nature of brand policy accelerated, due to the fast development of the globalisation process and Internet technology, brand managers still trying to rule their business partner as
a sole owner of a brand policy in both the meso and micro level of NPF management. Given the ever-increasing interaction of human beings, the relationship among parties involved in brand policy management becomes sophisticated. This phenomenon challenges the ruling practice of policy ownership
of brand managers and the degree of brand authenticity of the brands they manage.
Instead of regarding luxury brand management as an object to study, in terms of intention, action, and relationship among the policy actors, I took another route that I went beyond an observer role and engaged myself in the luxury management practice to uncover theory of luxury brand management practice. My life experience in the luxury goods industry shapes my perspective on luxury brand management. In this study, I adopted the journey of my career development as the basis of my autoethnography studies. Artefacts include articles, diaries, emails, photos, minutes of meetings, conversations, and floor layout plans for stores, which are collected during my daily business encounters. The dynamic of role cognition and role acting among the
players are the focuses of my research. Thusly, the theoretical sampling technique was brought into the whole course of my data collection and analyses phases. The contribution of this research is my discovery of two new NPF hypotheses and the devise of role factors and the related properties for the NPF practice in luxury brand management. This is achieved by using an accepted research methodology in a new attempt on my further construction of the NPF hypotheses. Hypotheses deployment is crucial for several reasons. Firstly, the expected behaviour of consumers toward a
luxury branding strategy can be better understood by putting focus on meso-level NPF brand management practice. Secondly, brand management as a narrative policy matter is only possible to realize through the understanding of human interaction with purposes. It is important to realize the nature of role play and acting of practitioners in the management practice by applying the NPF. Thirdly, the insight of brand managers can be better nurtured by putting branding management practice as a transdisciplinary matter.
... According to the literature, terroir offers a specific link to the authentic (Beverland, 2006) and denotes authenticity (Melewar and Skinner, 2020). As TSBs are small brands, we assume that, as other small brands, they will be envisioned as authentic by consumers ( € Ozsomer, 2012). ...
Purpose
The objective of this exploratory study was to investigate the communication themes that retailers should prioritise to convey terroir store brands’ (TSBs) authenticity and the impact of their authenticity on several variables (i.e. value, attitude, trust, intentions and effective purchases). TSBs combine a variety of products that adhere to stringent standards associated with a terroir. Charters et al. (2017) referred to a terroir as “a resource based on unique physical origins and shared cultural personification that shape a product’s benefits into a meaningful value proposition” (p. 755). Three communication themes were studied: the ingredients’ origin, traditional local recipes and the producer’s history in a region (terroir).
Design/methodology/approach
An experiment was conducted in a store laboratory. A total of 420 consumers representative of the French population were randomly assigned to four independent groups in a between-subjects study design. They shopped in the store laboratory with a section dedicated to a TSB. Each of the independent samples in this experiment was exposed to posters in the store laboratory related to the three communication themes studied. The control group did not see any posters.
Findings
The study showed that the level of TSB authenticity was highest for the communication theme related to the traditional local recipes of the culinary dishes offered by the TSB. Next came the theme related to the ingredients’ origin, followed by the producer’s history in the terroir. Moreover, for the communication theme related to the traditional local recipes, TSB authenticity had a direct impact on value, trust and intentions. Moreover, the link between intentions and effective purchases of TSB products has only been established for this specific communication theme.
Originality/value
First, this study adds to the limited research on TSBs’ authenticity and identifies the communication themes retailers should use to promote such brands. It also proposes an integrative model of the consequences of TSBs’ authenticity in the retailing field that highlights the direct and indirect links (through value, attitude, trust and intentions) between authenticity and consumers’ effective purchases. Finally, it indicates the kind of discourse on TSBs that conveys their authenticity.
... Sources, forms, style, language, and symbols must all be derived from a purportedly continuous and uniform heritage (Rushdie, 1992). The study by Beverland (2006) states that authenticity is a declaration of affiliation with, membership in, familiarity with, respect for, and duty toward the product. Successful wine marketing demands a unique and tailored way of communicating a wine's attributes and traits to customers. ...
Purpose
The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.
Design/methodology/approach
This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.
Findings
The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.
Originality/value
The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.
... Authenticity is a multidimensional construct that includes originality, honesty, and genuineness (Beverland, 2006). In the research on SMIs, authenticity is increasingly recognized as a crucial attribute for attracting followers (Audrezet et al., 2020, Koles et al., 2024Lee & Eastin, 2021;Pöyry et al., 2019). ...
... Subsequently, rather than fighting for categorylevel recognition, producers focus on more individualistic identity claims, differentiating and competing for audience attention within the new category. This, in turn, spawns new products that do not disrupt but sustain the new category via evolution (Beverland 2006;Carroll and Wheaton 2009;Peterson 2005). In summary, genre innovation breeds a number of subgenres under a parent category (see McLeod 2001), which we call genre evolution, and which emphasizes processes of institutional exploration within an established category structure. ...
We offer a new perspective on how cultural markets are structured and the conditions under which innovations are more likely to emerge. We argue that in addition to organization- and producer-level factors, product features—the locus of marketplace interaction between producers and consumers—also structure markets. The aggregated distribution of product features helps producers gauge where to differentiate or conform and when consumers may be more receptive to the kind of novelty that spawns new genres, our measure of innovation. We test our arguments with a unique dataset comprising the nearly 25,000 songs that appeared on the Billboard Hot 100 chart from 1958 to 2016, using computational methods to capture and analyze the aesthetic (sonic) and semantic (lyrical) features of each song and, consequently, the market for popular music. Results reveal that new genres are more likely to appear following markets that can be characterized as diverse along one feature dimension while homogenous along the other. We then connect specific configurations of feature distributions to subsequent song novelty before linking the aesthetic and semantic novelty of individual songs to genre emergence. We replicate our findings using industry-wide data and conclude with implications for the study of markets and innovation.
... The structural model (Model 11) validated the positive influence of (i) Conspicuous (Arnould and Thompson 2005), especially cues that relate to brand heritage, such as quality standards (Beverland 2006), history (Brown, Kozinets, and Sherry 2003), and trustworthiness (Thompson, Rindfleisch, and Arsel 2006). Moreover, the measurement model of luxury brand drivers and values we propose achieves partial scalar invariance, providing a valid framework for cross-cultural comparisons. ...
Culture and gender differences in values associated with luxury consumption are investigated. Two Western individualistic-oriented countries with mature luxury markets (France and the United States) and two Eastern collectivistic-oriented countries with developing luxury markets (the United Arab Emirates and China) are compared using Roux, Tafani and Vigneron's (2017) model of luxury values. Main results indicate that refinement, heritage, and to a lesser extent, exclusivity receive greater emphasis in Western rather than Eastern countries. Chinese and US consumers place particular emphasis on elitism. Additionally, gender shapes the importance placed on luxury values: men emphasize elitism (and exclusivity in Western countries only), whereas women emphasize refinement. Furthermore, the adherence to own-gender beliefs (i.e., traits attributed to one’s gender) fully mediates gender influence within all four countries. Theoretical implications are discussed based on major frameworks of national culture and the social structural theory (Eagly and Wood, 1999). Managerial implications in terms of cultural and gendered adaptation of marketing strategies are considered.
... Presenting the influencer's intrinsic desire to create content as a personal passion (Hirschman, 1983) is important to overcome the commerciality of promoting brands and products. In extreme cases, winemakers, for example, often highlight their authenticity and downplay their marketing orientation (Beverland, 2006). ...
Purpose
This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research gap in whether these previous findings apply to corporate accounts.
Design/methodology/approach
Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter.
Findings
A corporate account’s identity is constructed under the influence of not only the brand but also the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a distance from commerciality – to manage their authenticity. These activities attract general and other corporate and media accounts, and interactions with them re-create promotion effects.
Originality/value
This study observed that corporate accounts’ authenticity is not a trade-off between passion and commercial transparency but a compatibility achieved by coordinating interests among actors, together with the presence of inside operators.
As cultural service organizations increasingly integrate digital technologies, they face critical challenges in maintaining their authenticity—a concept deeply rooted in their traditional practices. This study explores the negotiation of authenticity within cultural organizations as a function of value co-creation. In line with the interactionist perspective on authenticity, we approach authenticity as the outcome of ongoing interactive negotiations. Viewing authenticity through the negotiation lens offers a fresh perspective on the context-specific dynamics of value co-creation. The study builds on a qualitative study of the Royal Swedish Opera, during the transition from de-institutionalization phase to re-institutionalization phase of digitalization. We conducted semi-structured interviews with 25 employees in various key positions, from administrative staff to artistic leadership. Our findings reveal that authenticity is negotiated among various actors in three dimensions concerning Historical Continuity, Artistic Commitment, and Social Commitment. The study sheds light on how negotiations are essential to the emergence of new solutions and novel comprehensions of authenticity and value. Using Hegel’s dialectics, this chapter demonstrates how a synthesis emerges as a resolution to the paradox of honoring tradition while pursuing innovation. Importantly, our study highlights the need to understand digitalization in the light of forces present at the different levels of the ecosystem, and the necessity to view digitalization as the means to renegotiate organizational and societal goals.
Personal brand authenticity has received considerable attention in the marketing research. The purpose of the study is to examine how celebrity brand loyalty is impacted by the different dimensions of stability, such as morality, honesty, and consistency. The prior studies in this area explain the antecedents and consequences of personal brand authenticity, but the impact of stability dimensions (an antecedent of personal brand authenticity) on celebrity brand loyalty (a consequence of personal brand authenticity) is unexplained by the available literature. The study is conducted using primary data collected from the samples collected from 286 respondents, randomly selected from the Kerala state of India. Those who follow a celebrity from the film industry are included as respondents. The analysis of the data is done using Structural Equation Modelling. A multigroup analysis was done to test the moderating effect of celebrity gender on these study relationships. It is found that consistency, candidness, and morality are positively affecting their brand loyalty. The result of the multigroup showed no significant difference between male and female celebrity gender groups regarding the studied relations. Thus, celebrities and other professionals can manage their personal brand by maintaining stable actions.
In Samuel Kwok's research on luxury branding management, he utilized autoethnography, role theory, and the Narrative Policy Framework (NPF) to examine how luxury branding management functions in the China business environment. he discovered that brand authenticity plays a critical role in shaping brand policy, and brand managers collaborate with business partners to set their brands apart. Brand managers still wield significant influence despite the collaborative nature of brand policy because of globalisation and Internet technology. Through his research, he introduced the Role-based Narrative Policy framework with new propositions, offering fresh perspectives on luxury brand storytelling for academia and luxury branding management practitioners.
Purpose
Business-society relations have weakened in recent years due to evidence of greenwashing and misleading corporate social responsibility (CSR) practices, resulting in a lack of trust and interest amongst the stakeholders regarding CSR efficiency. Therefore, this paper aims to analyse the major antecedents and customer-related outcomes of perceived CSR authenticity. In addition, the study provides an integrated model of CSR authenticity and empirically validates the model in Indian settings.
Design/methodology/approach
A structured questionnaire was developed to collect data from 250 bank customers living in a major city situated in the northern part of India. The analysis was conducted using structural equation modelling.
Findings
The findings of the study demonstrate that extrinsic motives, intrinsic motives, CSR impact and corporate reputation significantly influence CSR authenticity, while CSR fit was reported to exhibit no significant influence on CSR authenticity. Additionally, the results of the mediation analysis indicated that CSR authenticity had no direct effect on customer loyalty; rather, this effect was found to be mediated through customer trust.
Originality/value
This study/research adds insight into the concept of CSR authenticity, which is relatively under-researched, especially in the Indian context. Furthermore, the study focuses on less-explored antecedents, including CSR impact and corporate reputation. In addition, the paper also examines the mediating effect of trust between CSR authenticity and consumer loyalty, which has not been explored yet in the context of CSR authenticity. The analysis also delved into the moderating effect of gender and age on CSR authenticity.
Studies have suggested borrowing concepts from the wine industry for saké marketing communication. In fact, saké breweries attempt to expand consumer reach by adopting wine-centric terms like terroir. Furthermore, the terms premium and luxury are used synonymously to describe certain saké brands without proper definitions. However, Japanese saké is not a wine but a distinct alcoholic beverage unique to Japan, and undefined and borrowed terms fail to convey its distinct character. Discussion on what criteria to apply when conveying the luxury value of saké to consumers is lacking. Therefore, this study aims to discover what constitutes “luxury” in the unique context of saké by conducting unstructured interviews with three well-established breweries. The larger question this study explores is how the luxury value of experiential products closely linked to a nation’s culture can be conveyed to consumers in foreign markets. The findings indicate that while authenticity applies to local saké and wine alike, saké exists within a different ecosystem marked by harmony among saké production, nature conservation and community building. Thus, the luxury value of saké is tied to sustainability and regional preservation.
Consumer-brand relationships have the power to continuously maintain a business’ success. Consumers tend to build connections by communicating, experiencing, and possessing brand products and services. Brands must treat such relationships with consumers like those between humans. Considering that brand relationships arise from consumer experiences and evaluations, brands must deepen their understanding of consumer benefits and brand value to achieve compelling brand relationships in today’s competitive market. This chapter provides a thorough examination of brand constructs through a systematic literature review in the hospitality and tourism sectors and introduces key antecedents that generate long-lasting brand relationships.
During the COVID-19 pandemic and the associated strain on consumption activities, demand for luxury hotels has risen steadily as a safe way to enjoy leisure services. This study aims to examine the consequences of congruence and identification. An online survey generating 315 datasets from international customers of luxury hotel services is conducted. Partial least squares structural equation modeling is used to test the hypotheses. The results demonstrate that perceived brand authenticity by customers influences both revisit and word-of-mouth intentions via engagement. Also, brand congruence leads to customer engagement with luxury hotel services and word-of-mouth intention. In contrast, no direct impact of congruence on revisit intention was found. Results regarding the effects of brand authenticity and congruence demonstrate that luxury service brands have the potential to influence customers’ patronage behaviors through different approaches. The findings confirm the importance of engagement with brands in the luxury service setting.
Purpose
This paper reports on a project looking at consumer perceptions of terroir in the UK, using cheese as a stimulus for the data collection.
Design/methodology/approach
Data collection was based on a consumer survey using a discrete choice experiment which included a number of cues to, and stories about, terroir. Analysis of preferences produced three latent classes with varying attitudes towards terroir cues for cheese. There was also an open-ended question giving rise to a qualitative analysis of respondents understanding of the work “terroir”.
Findings
When faced with the terroir cues most used some positively to make their choices. A PDO label and stories about the production region and method and business structure all generally offered positive utility.
Originality/value
Terroir is a widely used term in the marketing of (especially) wine, particularly in Europe, offering a form of authenticity and has been very important in policies to sustain the economies of otherwise declining rural areas. It has been adopted by producers in the English-speaking world but is less widely recognised, by consumers. The significance of this study is that it is the first large-scale survey of British consumer perceptions around a key tool for rural businesses – terroir – and one of the first around a non-wine product, and it explores the stories which resonate most effectively with consumers.
Nowadays, climate change is a very important and high-priority subject worldwide
due to its significant impact on all agricultural productions and various strategic
sectors. That means that grape growers and wine producers must be attentive to these
rapid changes and their consequences. The production of grapes and grape products
is already feeling these fast changes and their important impacts, necessitating strategies
to avoid or minimize the side effects of global warming by grape growers and the
wine industry.
This book aims to provide important information about the impact of climate change
on grapes and grape product mycotoxins and on some physicochemical parameters,
such as sugar levels in grapes and grape products, dealcoholization treatments, the
production of wines with low alcohol content, and innovation in the wine industry.
Thus, the chapters of this book cover different topics related to the impact, strategies,
and treatments to minimize the effect of climate change on grapes and grapes
products.
The general impact of climate change is presented and discussed in the first introductory
chapter of this book. The fungal activities on vines and grapes are strictly
dependent on the climate and microclimate conditions during their production.
Climate change could alter fungal activity and the content of mycotoxins. Chapter
2 is a review that explores the presence of mycotoxins in grapes and grape products,
focusing on various types such as ochratoxin A, aflatoxins, fumonisins, patulin, and
others. The discussion encompasses multifaceted factors influencing mycotoxin
occurrence, including environmental aspects, agricultural practices, post-harvest
handling, and advanced techniques for mycotoxin detection. Mitigation strategies,
such as the implementation of good agricultural practices and good manufacturing
practices, are also presented and discussed.cultivation, the timing and progression of vegetation phenophases, and the overall
quality of grape production. The temperature changes recorded and their influence
on grapevine phenology and wine characteristics highlight the need for ongoing
research and proactive measures to ensure long-term sustainability and resilience of
grape cultivation in the face of climate change. These points are thoroughly explored
and discussed in Chapter 3, where the question is posed, “Grape Technology vs.
Climate Change: A Success Story or a Nightmare?
Recently, research on the adverse effects of alcohol consumption has spurred a trend
toward low-alcohol wine, typically containing less than 8.5% alcohol by volume.
This caters to health-conscious consumers and presents an economic opportunity
for winemakers in an emerging market. Despite the industry’s millennia-old history,
there remains ample room for innovation in low-alcohol winemaking. With shifting
consumer preferences and climate change, the demand for lower-alcohol wines is
poised to grow, necessitating ongoing research and innovative practices to create wellbalanced
wines. The opportunities and challenges for low-alcohol wines are interestingly
explored in Chapter 4 of this book.
Chapter 5 explores strategies to reduce the effects of global warming on sparkling
wine production. The quality and characteristics of sparkling wines, their stability,
and their sensory properties largely depend on the physicochemical composition of
the grapes and the respective base wine, the production technology applied, and the
environmental conditions. Several techniques can be implemented to produce lowalcohol
base wines, and reverse osmosis is a procedure that has been successfully used
in recent times to reduce the alcohol concentration while having a low negative impact
on the wine composition under certain conditions. This chapter looks at the effects of
reverse osmosis and the implications of inoculated yeasts on sparkling wine quality.
Finally, in the last chapter (Chapter 6), the authors explore the experimentation and
practices of innovation that can take place in the wineries at the individual level and
at different stages of wine production. The innovation processes are not radical but
tend to be entrepreneurial practices of experimentation. The chapter takes a first
glance at how practice theory can be implemented in the study of wine and entrepreneurship.
The chapter is based on qualitative interviews conducted in New South
Wales (Australia), Var (France), and Ribera del Duero and Toro (Spain).
Summing up, this book covers a wide range of issues and hot research topics about
the impact of global warming on grapes and grape products. The challenges faced
by vineyards and wine production under new climate conditions are important hot
points. This compact book provides a rapid overview of the general consequences of
climate change and explores some strategies and solutions to avoid or mitigate the
negative impact of warm temperatures on grapes and grape products. This book is
heartily recommended for graduate and Ph.D. students in enology and food science,
as well as for winemakers, viticulture specialists, winegrowers, and wine producers.
This book is the result of many collaborating efforts, and we gratefully acknowledge
all the authors who contributed to this book and the IntechOpen team for this
opportunity.
This study explores the heritage brand experience of the consumer and the journey from brand knowledge to loyalty in the context of a transformative brand experience (TBE). A phenomenological approach was adopted to explore meanings of the transformative experience in respect of visitor motives, authenticity, emotional engagement, and brand equity. Interview data obtained from 46 consumers of a heritage brand are supported by photographs, images and participants’ journal writings that offer valuable insights into TBE. The findings revealed that key elements of TBE influence consumers’ relationship with the heritage brand, and that the TBE influences the pathway towards loyalty. This study proposes a TBE model that explains the consumer pathway from brand knowledge towards brand loyalty when consumers engage with heritage brands during transformative experiences. By exploring consumer-based brand equity in tourism heritage experiences, the model contributes to theory related to the domains of heritage branding and tourist experience.
The goal of this study is to provide a comprehensive review of the academic research into wine marketing over the last three decades. Data from 1135 wine marketing-related research documents published 1990–2022 in the Web of Science and Scopus databases were employed. Using mainly co-word analysis and bibliographic coupling, the key themes of the discipline were identified. A longitudinal analysis identified the topic's evolution and current research trends. Results show that wine marketing research has grown sharply in recent years. From the pioneering studies that examined consumers' behaviours and wine price drivers, the discipline evolved to address burgeoning themes such as sustainability, social media (digital marketing) and wine tourism, which evidences the interest that academics have shown in enhancing knowledge in the area.
In different sectors, such as coffee, luxury consumption is growing worldwide. More common is affordable luxury coffee, but some products and brands can be considered high-luxury coffee. Which luxury dimensions do brands communicate? What about sustainable issues for high-coffee luxury communication? Indeed, sustainability is a crucial perspective for creating corporate value and reputation, most of all for new younger luxury consumers. However, more is needed to implement sustainability choices because it is necessary for stakeholders to perceive those choices as such. The role of digital communication has become essential. Focusing on the high-luxury coffee world, which is not well explored in the literature, this qualitative study aims to analyse how major high-luxury coffee brands communicate luxury and sustainability values. As a result, a comparative framework among different high-luxury coffees is proposed to understand the similarities and differences in sustainability communication dimensions.
Previous research has yielded a substantial body of empirical evidence regarding the use of metaphors in various types of discourse. However, limited research exists on the relationship between metaphor and more segmented economic industries, such as the luxury hospitality sector. The attention of this article is directed towards inspecting how metaphorical expressions are deployed by luxury hotels to construct their luxury identity and attract potential guests.
A corpus of 62 lxury hotel websites from Singapore and Hong Kong is used as the contextual background for the investigation of metaphor usage in this study. Using MIPVU (Metaphor Identification Procedure VU University Amsterdam), a total of 6990 metaphorical keywords, including a diverse range of 28 source domains were observed. Among others, the five most productive source domains in the corpus are living organism, physical object, space, artifact, and motion. A mixed-methods approach that combines both quantitative data analytics and qualitative discourse analysis reveals and interprets significant associations between source domains, hotel facilities, and regions, suggesting that the choice of metaphorical expressions is not arbitrary but is influenced by specific factors related to the hotel's offerings and cultures. This study emphasises that the analysis of lexical-conceptual patterns in promotional texts can generate deeper insights into positioning strategies.
Background As wine has become more than just a drink, exploring wine consumer studies provides a better understanding of various factors that shape the wine industry. Therefore, this paper aims to review and map the landscape of wine consumer literature using bibliometric analysis and systematic review. It identifies the key areas, clusters, antecedents, mediators, moderators, and outcomes to propose the framework for future research directions. Methods This study adopts an integrative review approach: a bibliometric and systematic review. The data for this study were retrieved from the Scopus database. While the bibliometric analyses are conducted using VoSviewer software, a systematic review is conducted using a content analysis approach. Results Four main topics in the extant wine consumer literature are identified: sustainability and wine, wine preferences and choice, wine consumer behavior, and wine consumer insights. The five critical areas of wine consumers’ literature recognized are decision-making, consumer preferences, consumer behavior, segmentation, and consumer involvement. This study also recognizes theoretical and methodological advancements in the wine consumer literature. Conclusions The findings contribute to advancing knowledge development, identifying research gaps and shedding light on future research in the wine consumer domain. The results offer practical insight for wine industry stakeholders, researchers, and influencers.
Although brand authenticity has been studied across multiple domains, the development and maintenance of brand authenticity in new brands has never been explored. This study provides the first evidence of the evolving nature of brand authenticity (i.e., the creation and maintenance phases) through the interplay of iconic (impression‐based brand characteristics), indexical (evidence‐based brand characteristics), and existential (self‐referential brand characteristics) cues for a new brand. Sixteen season ticket holders for a new sports team brand were interviewed two times each (during and after the team's inaugural season). The analysis shows the interplay of authenticity cues in the development and maintenance of authenticity perceptions, such that indexical and existential cues replace iconic cues as the consumer‐brand relationship evolves. The results reveal the critical roles of existential cues in creating a self‐relevant relationship with consumers as well as the underlying dimensions (i.e., virtuousness, proximity, and transparency) and outcomes (e.g., brand attitude and emotional brand attachment) of authenticity for a new brand. This study provides evidence that new brands can benefit from authenticity perceptions and offers insights into the underlying process in terms of antecedents and outcomes, contributing to authenticity and branding literature.
Retro brands are relaunched historical brands with updated features. The authors conduct a "netnographic" analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I — The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a Utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.
Although consumer demand for authentic market offerings has often been men-tioned in consumer research, the meaning of the term "authentic" has not been sufficiently specified. Thus, some important differences among authentic market offerings have not been recognized or examined. This article uses Peirce's semiotic framework to distinguish between two kinds of authenticity—indexical and iconic. We identify the cues that lead to the assessment of each kind, and, based on data collected at two tourist attractions, we show that these cues can have a different influence on the benefits of consuming authenticity. Our results also contribute to an understanding of the negotiation of reality and fantasy as a part of consumption. C onsumer demand for authenticity has existed for hun-dreds of years. For example, from the ninth to the elev-enth centuries, interest in authentic religious relics in Europe helped to generate significant retail and tourism revenues (Phillips 1997). And, during the fifteenth and sixteenth cen-turies, diversity in consumer standards for authenticity in China created a flourishing market for luxury goods (Clunas 1992). Demand for authenticity persists today and is reflected in the purchase of a wide variety of market offerings, in-cluding travel souvenirs (Harkin 1995), ethnic food (Lu and Fine 1995), tickets to historical reconstructions (Handler and Gable 1997), and original art (Bentor 1993)—not to mention more conventional consumer goods and services such as ath-letic shoes and brokerage advice (Goldman and Papson 1996). In fact, Brown (2001) argues that one of modern marketing's central themes is the tension between authenticity and in-authenticity. During the last century, this tension has been intensified by technological advances, which have facilitated the effective simulation of authenticity (Benjamin 1969; Halliday 2001; Orvell 1989). But, as an Adweek columnist, and the JCR editor, associate editor, and reviewers for helpful comments on previous drafts. Special thanks to the Shakespeare Birthplace Trust and the Sherlock Holmes Museum for gen-erously allowing access to their visitors.
Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects. Results of an interpretive study challenge existing theories of consumer resistance. To develop an alternative model, I first trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority. Intrinsic contradictions erased its efficacy. Next I describe the current postmodern consumer culture, which is premised upon the pursuit of personal sovereignty through brands. I detail five postmodern branding techniques that are premised upon the principle that brands are authentic cultural resources. Postmodern branding is now giving rise to new contradictions that have inflamed the antibranding sentiment sweeping Western countries. I detail these contradictions and project that they will give rise to a new post-postmodern branding paradigm premised upon brands as citizen-artists. Copyright 2002 by the University of Chicago.
This study examines one of the most debated questions in the sociology of culture: Does Pierre Bourdieu's theory relating levels of cultural capital to consumption patterns apply to the contemporary United States? First, I summarize the innovative characteristics of Bourdieu's theory in relation to the Warnerian tradition of social class research. Next, I critique American appropriations of Bourdieu's theory of tastes and suggest that, in the contemporary United States, the theory should be reformulated to focus on consumption practices rather than consumption objects and on mass rather than high culture. Using this reformulation, I conduct an interpretive empirical study to investigate whether differences in cultural capital resources structure patterns of taste in a mideastern American county. Analyzing a series of ethnographic interviews, I describe six dimensions of taste that distinguish informants with high versus low cultural capital resources: material versus formal aesthetics, referential versus critical interpretations, materialism versus idealism, local versus cosmopolitan tastes, communal versus individualist forms of consumer subjectivity, and autotelic Versus self-actualizing leisure. These findings suggest that consumption continues to serve as a potent site for the reproduction of social class.
- This paper describes the process of inducting theory using case studies from specifying the research questions to reaching closure. Some features of the process, such as problem definition and construct validation, are similar to hypothesis-testing research. Others, such as within-case analysis and replication logic, are unique to the inductive, case-oriented process. Overall, the process described here is highly iterative and tightly linked to data. This research approach is especially appropriate in new topic areas. The resultant theory is often novel, testable, and empirically valid. Finally, framebreaking insights, the tests of good theory (e.g., parsimony, logical coherence), and convincing grounding in the evidence are the key criteria for evaluating this type of research.
Although consumer demand for authentic market offerings has often been mentioned in consumer research, the meaning of the term "authentic" has not been sufficiently specified. Thus, some important differences among authentic market offerings have not been recognized or examined. This article uses Peirce's semiotic framework to distinguish between two kinds of authenticity - indexical and iconic. We identify the cues that lead to the assessment of each kind, and, based on data collected at two tourist attractions, we show that these cues can have a different influence on the benefits of consuming authenticity. Our results also contribute to an understanding of the negotiation of reality and fantasy as a part of consumption.
The author employs critical ethnographic methods to examine empirically marketers' processes of producing cultural meanings at a western stock show and rodeo. Western cultural meanings and values of freedom, naturalism, competition, and family values are produced by marketers in attracting a nonranch audience; juxtaposing business, education, and entertainment; making ample references to historical tradition; and using business activity as the basis for claims of authenticity. Marketing implications center on tapping into rich sources of cultural meaning by (1) attending to the cultural dimensions of economic activity, (2) taking industry as the unit of analysis through an examination of representations of production in market discourses and practices, (3) expanding history from a research method to a source of market meaning, and (4) considering the marketplace as a lived tradition.
This paper describes the process of inducting theory using case studies-from specifying the research questions to reaching closure. Some features of the process, such as problem definition and construct validation, are similar to hypothesis-testing research. Others, such as within-case analysis and replication logic, are unique to the inductive, case-oriented process. Overall, the process described here is highly iterative and tightly linked to data. This research approach is especially appropriate in new topic areas. The resultant theory is often novel, testable, and empirically valid. Finally, framebreaking insights, the tests of good theory (e.g., parsimony, logical coherence), and convincing grounding in the evidence are the key criteria for evaluating this type of research.
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