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The goal of this research is to understand the influence of wine label visual sensory cues on the perceived sensory taste of wine. This five-phase research study uses consumer culture theory as a framework, which views consumers as identity seekers navigating opportunities in the marketplace that provide a message that embraces who they are based o...
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Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive...
Citations
... Wine producing regions can provide unique and unforgettable sensory experiences to emphasize the differences between the various wine producing regions in the minds of consumers (Brochado et al., 2021). Experiential consumption of wine can evoke past memories, hence forming a personal experience (Esau, 2019). ...
This chapter aims to study whether and how sensory marketing helps promote wine culture in China. Firstly, we will look into the nature of the alcohol industry in China, give an updated portrait of the main players and typical consumers, and investigate the possibilities of local liquor and international wine brands to apply sensory marketing in order to increase the consumption of alcoholic beverages. Secondly, the relevance of sensory marketing to the wine industry in scientific literature will be analyzed by a citation analysis. Thirdly, case studies will be considered and qualitative analysis performed to evaluate the impacts of sensory marketing strategies in wine promotion. An online survey was conducted in order to determine the market potential for imported wines among young consumers and their interest in sensory marketing activities.
Wine tourists primarily seek what they consider to be authentic and, therefore, quality experiences, which are often difficult experiences to articulate and define. The objective of this research is to use consumer culture theory, which views consumers as identity seekers, to understand how the sensory experience of wine tourism can create a unique association for consumers with the destination, thus providing memorable experiences determined to be unique, personably relatable, and, therefore, authentic. A mixed-qualitative methods research approach is used that synergizes auto ethnography, focus groups, and in-depth interviews with industry, and wine consumers to produce a number of overlapping, thematic results. This research results demonstrate the impact of a sensory experience in a wine destination to establish positive and memorable experiences that provide meaning and a personal sense of identity, both of which drive tourism and subsequent visitation. The results also demonstrate the importance of authenticity in driving wine tourists to look for personally relatable experiences that stand out as unique from alternatives. The sensory experience then impacts subsequent wine tourism as consumers seek out ways to ensure the sensory attributes align with expectations.
