Je na Slovensku záujem o vinárske podujatia?

2021 ◽  
Vol 16 (1) ◽  
pp. 19-26
Author(s):  
Dana Vokounova
Keyword(s):  
Country Of Origin ◽  
Wine Industry ◽  
Brand Experience ◽  
Purchasing Decisions ◽  
Experiential Marketing ◽  
Specific Product ◽  
Ethical Consumerism ◽  
Current Trends ◽  
High Level ◽  
The Impact

Wine is a specific product with a high level of differentiation according to the attributes on the basis of which consumers decide on its choice. These attributes include taste, price, brand, country of origin or vine variety. At present, ethical consumerism is gaining prominence and consumers are more interested in the impact of their behavior on society and the environment, which is another factor in their wine purchasing decisions. Opportunities for winemakers can also be the use of experiential marketing tools, which allows consumers to directly experience an unconventional brand experience. The aim of the paper is to point out current trends in the wine industry and to present the results of a survey focused on knowledge of wine events. The aim of the survey was also to create a typology of consumers in terms of their attitudes to wine and to identify interest in events organized by wine producers in Slovakia.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

scholarly journals Consumer Diversity In Multicultural Arenas: An Investigation Of Social Influences Between Asians And Westerners

2011 ◽  
Vol 5 (12) ◽  
Author(s):  
Kritika Kongsompong
Keyword(s):  
Decision Making ◽  
Locus Of Control ◽  
Social Influence ◽  
Cultural Orientation ◽  
Purchasing Decisions ◽  
External Locus ◽  
Cultural Orientations ◽  
High Level ◽  
The Impact ◽  
Consumer Diversity

The impact of peoples orientation with regard to Collectivism/Individualism and to Locus of Control on the extent to which they are subject to social influence has never been investigated cross culturally in the context of consumer behavior in making purchasing decisions. The objective of this research is to compare the cultural orientations of people in the East and West, and to observe the effect of social influence in their decision making. In particular, this paper examines and adds evidence to the mutually exclusive cultures: Singapore, Thailand, Australia, and America. Hofstedes typology of cultures is reconfirmed and empirically associated with specific social influence variables on decision making. The findings provide either whole or partial supports for the hypotheses. In general, high collectivism is positively related with external locus of control and results in high level of social influence. There are exceptions, however, which highlight the need to incorporate other factors into understanding the role that cultural orientation plays in decision making.

scholarly journals Measuring the Impact of Extrinsic Cues on Consumers’ Purchasing Decision for Food Products

2017 ◽  
Vol 62 (3) ◽  
pp. 33-46 ◽  
Author(s):  
Besnik Fetai ◽  
Nora Sadiku-Dushi ◽  
Raman Ismaili
Keyword(s):  
Positive Impact ◽  
Country Of Origin ◽  
Food Products ◽  
Product Evaluation ◽  
Domestic Product ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Extrinsic Cues ◽  
The Impact ◽  
Extrinsic Product Cues

AbstractThe extrinsic product cues are becoming a very important aspect in product evaluation by consumers. Because of their importance many authors are exploring which extrinsic cues are considered more significant when evaluating the different kind of products. Therefore, the aim of this research is to investigate the impact of most researched extrinsic cues such as the country of origin (COO), brand, and price on a purchasing decision for food products among consumers in Kosova. To explore the domestic country bias, the impact of the additional cue labeled as “domestic product” is studied. Based on a quantitative survey, the main findings of this study revealed that the brand, the price, the country of origin, and domestic branded products have positive impact on a consumer’s purchasing decision, since consumers rely on those extrinsic cues when making their purchasing decisions. When multiple cues are presented, the country of origin is considered as the most important cue, while the “domestic product” is least important to Kosovar consumers. The findings of this study are useful to food producers and marketers of food products, since it can provide them with useful information on what consumers consider most important when purchasing food products.

scholarly journals The Impact of “Wine Country of Origin” on the Perception of Wines by South African and French Wine Consumers: A Cross-Cultural Comparison

Foods ◽  
2021 ◽  
Vol 10 (8) ◽  
pp. 1710
Author(s):  
Dominique Valentin ◽  
Carlo Valente ◽  
Jordi Ballester ◽  
Ronan Symoneaux ◽  
Ina Smith ◽  
...  
Keyword(s):  
South African ◽  
Word Association ◽  
Country Of Origin ◽  
Social Representation ◽  
Wine Industry ◽  
Cross Cultural Comparison ◽  
Chenin Blanc ◽  
Mode Of Consumption ◽  
The Impact

Culture is an important factor that influences how marketing interacts with food choice. This study aims at exploring the effect of consumers’ Country of Origin (COO) on wine representations and perception using Chenin blanc as a model. The first objective was to evaluate the role of origin in the construction of the representation. We used the theoretical framework of social representation to compare South African (SA) and French consumers’ representations via a word association task. The results indicated that SA representations are dominated by consumers’ experience of the wine (sensory and emotional dimensions), whereas French representations are dominated by the wine itself, in particular its origin and mode of consumption. The second objective was to evaluate the effect of origin on wine categorization in two conditions: with and without information concerning the two geographical origins of the samples. Results showed that providing information on the origin of the wines affected French participants more than SA participants. In both conditions, the groups of wines formed in the sorting tasks by SA participants were based on sensory descriptors and appeared not to be impacted by the information on origin. In contrast, providing information on the origin of the wines to French participants led to an increased use of the words “Loire”, “South Africa” and “familiar” suggesting a different sorting strategy more deliberately based on the origin of the wines. Our findings have important implications for the marketing and export activities within the wine industry.

Intangibles, Export Intensity, and Company Performance in the French Wine Industry

2013 ◽  
Vol 8 (2) ◽  
pp. 198-224 ◽  
Author(s):  
Paul Amadieu ◽  
Carole Maurel ◽  
Jean-Laurent Viviani
Keyword(s):  
Financial Performance ◽  
Intangible Assets ◽  
Positive Impact ◽  
Empirical Studies ◽  
Wine Industry ◽  
Company Performance ◽  
Export Intensity ◽  
Strategic Role ◽  
High Level ◽  
The Impact

AbstractIntangible assets can play a strategic role in the implementation of differentiated strategies in foreign markets. The literature has addressed the impact of intangible assets on both exports and financial performance and the effects of exports on company financial performance (profit and risk). This article aims to analyze the effect of exports on the relationship between intangibles and company performance in the wine industry. Empirical studies show that intangibles have a positive but diminishing impact on exports. The effect of exports on financial performance differs depending on whether we consider corporations or cooperatives. While intangible expenses reduce company risk in both samples whatever the level of export intensity, the effects are different with profit. In corporations, intangible expenses have a positive impact on profit only when there is a high level of expenses and a high level of export intensity. (JEL Classifications: G32, L25, Q12, Q13)

scholarly journals Experiential Marketing: Effects on Brand, Customer and Market Experience, and Industrial Applications with Perspectives from Nigeria

2020 ◽  
Vol 3 (1) ◽  
pp. 58-66
Author(s):  
Oluwaseyi Philip Fatoki ◽  
Toluwase Hezekiah Fatoki
Keyword(s):  
Generation X ◽  
Industrial Applications ◽  
Customer Relationship ◽  
Brand Experience ◽  
Purchasing Decisions ◽  
Experiential Marketing ◽  
Market Experience ◽  
Beneficial Impact ◽  
Experience Effects ◽  
The Media

Abstract The purpose of this study is to provide comprehensive review of experiential marketing with focus on its effects and industrial applications. We report that experiential marketing has effect on brand, consumers and the market. Experiential marketing provides a lively brand experience that give consumers the chance to engage with the brand. It promotes brand experience effects more in the Generation Y than in Generation X. Experiential marketing focuses on customer experiences. The future would be about customer relationship management (CRM), due to the fact that CRM strategy helps the company to know more about the customers. Markets are changing faster than marketing. Experiential marketing has beneficial impact on the marketing mix. Experiential marketing finds application in different businesses or industries such as hospitality and tourism, retail, health care, airline, automotive, real estate, banking, FMCG and others, in emerging markets, because it motivates customers to make faster and more positive purchasing decisions. In Nigeria, experiential marketing has become so vital to brands to cut through the media clutter.

scholarly journals The Impact of Marketing Mix on the Consumer Purchase Decision in the Surabaya - Indonesia Hotel Residence

2020 ◽  
Vol 76 ◽  
pp. 01038
Author(s):  
Qausar Eganael Putra ◽  
Zeplin Jiwa Husada Tarigan ◽  
Rismawati Br Sitepu ◽  
Sanju Kumar Singh
Keyword(s):  
Purchase Decision ◽  
Marketing Tactics ◽  
Purchasing Decisions ◽  
Sampling Frame ◽  
Employee Competencies ◽  
Fierce Competition ◽  
High Level ◽  
Occupancy Rates ◽  
The Impact ◽  
The City

The hospitality business is rapidly growing and has caused fierce competition in this industry. It can be seen from the number of new hotels particularly for the 2 and 3-star hotels, and budget hotels in Surabaya. The hotels applied various strategies in acquiring new customers and retain loyal customers in the pursuit of a high level of occupancy in order to maintain business continuity. Performing appropriate marketing tactics is one of the ways to enable the hotel to increasing occupancy rates. Marketing strategy is associated with the products, prices, promotions, and distribution. This study aims at seeking the impact of the product, prices, promotion, and distribution on the consumer purchasing decisions. The population is all visitors to budget hotels located in the city of Surabaya. The data collection was conducted by distributing the self-administered questionnaire to 150 visitors. Of the 150, 125 questionnaires were valid for further analysis. The sampling frame uses judgmental sampling techniques. Data processing used multiple linear regression using SPSS software. The results showed that hotel products have an influence on consumer purchasing decisions; prices have an influence on consumer purchasing decisions. The location of the hotel affects the purchase decision. Promotion performed by the hotel influence the purchase decision by the consumer. This research model needs to be developed by providing service process variables and employee competencies in hotels in Surabaya.

ПРАГМАТИЧНИЙ ПОТЕНЦІАЛ НАТИВНОЇ РЕКЛАМИ: ФОРМИ, ТРЕНДИ (НА ПРИКЛАДІ НАТИВНОГО КОНТЕНТУ В СОЦІАЛЬНІЙ МЕРЕЖІ FACEBOOK ЩОДО БРЕНДА ФАКУЛЬТЕТУ ЖУРНАЛІСТИКИ ЗНУ)

2020 ◽  
pp. 113
Author(s):  
V. Kovpak ◽  
N. Trotsenko
Keyword(s):  
Social Network ◽  
Professional Training ◽  
Educational Process ◽  
Communication Strategy ◽  
Student Centered ◽  
Teacher Student ◽  
The Social ◽  
National University ◽  
High Level ◽  
The Impact

<div><p><em>The article analyzes the peculiarities of the format of native advertising in the media space, its pragmatic potential (in particular, on the example of native content in the social network Facebook by the brand of the journalism department of ZNU), highlights the types and trends of native advertising. The following research methods were used to achieve the purpose of intelligence: descriptive (content content, including various examples), comparative (content presentation options) and typological (types, trends of native advertising, in particular, cross-media as an opportunity to submit content in different formats (video, audio, photos, text, infographics, etc.)), content analysis method using Internet services (using Popsters service). And the native code for analytics was the page of the journalism department of Zaporizhzhya National University on the social network Facebook. After all, the brand of the journalism department of Zaporozhye National University in 2019 celebrates its 15th anniversary. The brand vector is its value component and professional training with balanced distribution of theoretical and practical blocks (seven practices), student-centered (democratic interaction and high-level teacher-student dialogue) and integration into Ukrainian and world educational process (participation in grant programs).</em></p></div><p><em>And advertising on social networks is also a kind of native content, which does not appear in special blocks, and is organically inscribed on one page or another and unobtrusively offers, just remembering the product as if «to the word». Popsters service functionality, which evaluates an account (or linked accounts of one person) for 35 parameters, but the main three areas: reach or influence, or how many users evaluate, comment on the recording; true reach – the number of people affected; network score – an assessment of the audience’s response to the impact, or how far the network information diverges (how many share information on this page).</em></p><p><strong><em>Key words:</em></strong><em> nativeness, native advertising, branded content, special project, communication strategy.</em></p>

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