Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Luxury wine brands visibility in social media: an exploratory study
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
McCallum School of Business, Bentley College, Waltham, MA.
2011 (English)In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 23, no 1, 21-35 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media. Design/methodology/approach – The paper uses data from howsociable.com to portray similar luxury wine brands in multi-dimensional space. To identify the associations between the brands and the social media visibility indicators, the paper uses correspondence analysis. Findings – The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy. Practical implications – The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their marketing strategies; also some threats may exist to these brands should they take a laissez faire approach to social media, particularly when social media are becoming as influential, if not more so than conventional media. Originality/value – Brands can take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers may not fully be able to control the destinies of these brands, this paper suggests that the approaches followed in this particular research will present brand managers with a tool that will assist them in directing conversations that occur around their brands.

Place, publisher, year, edition, pages
2011. Vol. 23, no 1, 21-35 p.
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-3744DOI: 10.1108/17511061111121380Local ID: 19322cdc-a394-484a-84c7-04f9e67e6f34OAI: oai:DiVA.org:ltu-3744DiVA: diva2:976604
Note
Validerad; 2011; 20110329 (migrey)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-11-24Bibliographically approved

Open Access in DiVA

fulltext(156 kB)286 downloads
File information
File name FULLTEXT01.pdfFile size 156 kBChecksum SHA-512
b06f766a1a6a0703bcb7585d7ad21f4f6182ce7bb1fd1ec225d80d7ace09621b5855bb1e5d4143dfd6fae080abd3c6c800113056a3dbf5be8383345d93b42feb
Type fulltextMimetype application/pdf

Other links

Publisher's full text

Search in DiVA

By author/editor
Reyneke, MignonPitt, Leyland
By organisation
Business Administration and Industrial Engineering
In the same journal
International Journal of Wine Business Research
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 286 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 64 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf