Steve Goodman

University of Adelaide · Business School

Companies invest considerably in event experiences; however, many are criticised for hosting events without understanding the full extent of their impact, or how to optimise their design. To benefit from event experiences, it is critical to consider not only how customers engage with the event, but also how event engagement transfers to engagement...

Australia, the world’s 4th largest wine exporter by value, has implemented marketing to promote a link between fine wines and its provenance. However, to be successful it is necessary to first understand consumer perceptions of what constitutes a fine wine. An online survey was conducted with Australian wine consumers (n = 349) to define Australian...

Purpose Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active engagement behavior of social media users. Design/metho...

As the world׳s seventh largest wine producer (OIV, 2017), China plays a significant role in the world׳s wine industry. Classified as neither New or Old World it was recently classified into a “New, New World Category” (CNCCEF, 2009 Lawrence, 2016). This paper presents an overview of the Chinese wine industry using evidence from literature of archae...

With the rapid adoption of social media by consumers, it is increasingly important for retailers to investigate and consider their use and adoption of social media, and to know which activities are most effective. This can differ by product line and geographical location. Further, for complex products such as wine, with specific consideration of hi...

Despite the growing popularity of social media as a platform for communication, little research explores the use of communication within these platforms from both the brand and consumer perspective. This research provides an in-depth investigation of Australian wine brands active on social media. The research employs two studies, consisting of netn...

Purpose The purpose of this paper is to present a conceptual framework for Employer Brand Equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention. Design/methodology/approach This paper extends previous conceptual work on employer brand equity by identifying the role...

Purpose This study aims to use social media data to identify brand communication strategies on Facebook. The analysis uncovers trends and statistics regarding engagement rates. This research leads to the development of a future research agenda for social media and engagement research. Design/methodology/approach The Facebook Insights data of 12 wi...

Purpose – This paper introduces the term Branded Marketing Events (BMEs), and examines the role of its experiential components as a strategic tool for the facilitation of customer brand engagement. This study examines five experiential components of BMEs at events held in Australia and France to determine their respective impact on customer brand e...

Recent years have witnessed the use of marketing perspectives to examine the challenges confronting companies in their ongoing quest for employee attraction and retention. Specifically, branding concepts have provided a useful theoretical foundation for researchers to explore and develop a deeper understanding of employer branding. However, most of...

This study features an exploration of the effects of winery cellar door inputs on visitors' value perception, overall satisfaction, and behavioral intentions. Using partial least squares (PLS) path modeling, it demonstrates that a winery's environment and service interactions significantly affect visitors' perceptions of wine quality. The findings...

Purpose: This study aims to develop an integrative behavioural model to explain how the various inputs of a winery's cellar door work together to enhance cellar door visitors' loyalty intentions in terms of revisit, wine purchase and Word-of-mouth (WOM). In addition, it intends to explore how wine marketing strategy in a cellar door context can go...

The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their...

Marketers and event organizers have long viewed sponsorship as a way to fund events and garner public attention for brands. Recent years has seen brands employ event techniques in their own right, with specific intent of more directly influencing the consumer's attitude toward the brand. We propose a conceptual framework for how those events affect...

Research on the experiential aspects of wine tourism has been advocated but the evolution of this approach in this field is still in its infancy. This exploratory study proposes a behavioral model to simultaneously examine the role of hedonic and utilitarian shopping value as well as monetary value perceptions in predicting cellar door visitors’ ov...

Purpose - This paper examines the adoption of social media technologies across the Australasian wine industries, how wineries are using social media, and the issues that limit adoption. Design/methodology/approach - Data for this exploratory study was obtained from a survey of wineries across Australia and New Zealand. Findings - The level of socia...

Recent years have witnessed the use of marketing perspectives to examine the challenges confronting companies in their ongoing quest for employee attraction and retention. Specifically, branding concepts have provided a useful theoretical foundation for researchers to explore and develop a deeper understanding of employer branding. However, most of...

Purpose The purpose of this paper is to investigate the purchasing behaviours of two Beijing wine consumer groups and evaluate the influence of different factors on their decision making process to provide information to better understand the Chinese wine market and assist with market entry and penetration. Design/methodology/approach A questionna...

Purpose – The purpose of this paper is to discuss the difficulties raised by the question of cultural differences in consumption behaviour studies, and proposes the best-worst method as a tool for comparing data from a cross-national survey. Design/methodology/approach – Data were collected from samples of wine consumers from Australia (n = 283), t...

Purpose The purpose of this paper is to present the results from a 12 country study mapping the influencers on the choice of wine for purchase in the retail store environment. It demonstrates the usefulness of the best‐worst choice method in multi‐country research to map similarities and differences across market borders. Design/methodology/approa...

Purpose The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic subgroups of the sample. Design/methodology/approach The best‐worst...

Wine marketers use market segmentation to target different products to different segments in order to increase sales, often with little evidence about what influences choice within or between segments, in this paper we provide initial results using a relatively new and very straightforward method for measuring consumer preferences: the best-worst s...

This paper presents the initial results at a country level for a twelve country study of the influencers of consumer choice for wine in retail stores. Using the Best-Worst method the design was replicated in each market to enable the comparison of the influencers of consumer wine choice behaviour across the markets. This is the first paper to prese...

Les recherches dont l’objectif est de comparer les comportements de consommateurs dans des contextes culturels différents sont confrontées à des difficultés d’ordre conceptuel et méthodologique. Les auteurs engagent une réflexion sur ces deux points et proposent une méthode de traitement de données (la méthode Max Diff), appliquée à une enquête par...

Purpose This paper has two purposes: to use polarisation to identify variations in loyalty and to apply polarisation to an important non‐brand attribute, price. Design/methodology/approach A comprehensive revealed preference data set of wine purchases is used to apply polarisation. Polarisation was defined in two ways: as a function of the beta bi...

Wine marketers use market segmentation to target different products to different segments in order to increase sales, often with little evidence about what influences choice within or between segments. In this paper we provide initial results using a relatively new and very straightforward method for measuring consumer preferences. The best-worst s...

Purpose This paper aims to explain the structure of the market from the perspective of small brands and to discuss marketing strategy implications. Design/methodology/approach The paper uses revealed preference data of the Australian wine market, comprising 4,000 wine shoppers' purchases over a 12‐month period. Standard brand performance measures...

The Dirichlet is a model of purchase incidence and brand choice that has been used with success since its inception in 1984, and in various incarnations since 1959. Despite its widespread use is sometimes regarded as a "black box" with its workings being inaccessible to a broader audience. This paper demonstrates a method of modelling the behaviour...

The Polarisation index, developed by Sabavala, Morrison and Kalwani, is a well-known measure of loyalty for repeated discrete choices (Brown et al. 2003). The index refers to choices between two alternatives, but is utilised to show deviations from loyalty in a multiple alternative setting. The index can range between zero and one, where zero indic...

Using four categories identified in earlier research (Goodman 2000), this paper discusses activities for which the internet can be used for marketing in the wine industry along with the benefits that may arise from such use. Data is then presented that suggests the four categories of internet use possibly represent sequential stages for adoption of...

RE FIRMS USING THE INTERNET as a tool to benefit their activity or is it simply a computer connected to the phone line? Given that the Internet offers busi- nesses a new tool, is it being used now to overcome tradi- tional constraints or are firms thinking mainly in terms of future uses? A study of the wine industry in South Australia provides some...

This paper seeks to contribute to the development of a model for use of the Internet for marketing within the supply chain. This paper discusses four categories of Internet use for marketing and four categories of outcomes from use and then presents an activity:outcome framework for using the Internet for marketing activity. The literature is organ...

This paper demonstrates how agent based modelling can be utilised to model a complex marketing system. The Negative Binomial Distribution (NBD), a well validated, widely accepted marketing science model is used as the foundation to demonstrate the approach. Using the agent based approach individual shopper (agent) rules are defined that comply with...

Purpose -The purpose of this study is to measure consumer outcomes of cellar door servicescape, and whether these outcomes are moderated by a consumer's level of trust and commitment to the winery brand. The primary relationships measured are Servicescape to Response Behaviours of Approach and Avoidance (Mehrabian and Russell 1974), and Servicescap...

Purpose -Researchers have investigated consumer choice influencers for wine but there is little empirical research of the influencers of decisions along the wine supply chain. Whilst consumer choice is important to understand, the products available for consumers to choose from depend on the choices made along the supply chain. This research seeks...

Purpose This paper argues that our current lack of understanding about the management accounting practices of small and medium enterprises (SMEs) is of particular relevance to the Australian wine industry because industry conditions are such that management accounting information can be expected to be of significant importance. • Design/methodology...