PurposeThe purpose of this paper is to examine the direct and interaction effects of brand name (BN) of wine and country‐of‐origin (COO) on perceptions of the personality image of the wine, expected price, and willingness to engage with the wine.Design/methodology/approachA field experiment in which label information for a fictitious wine was presented to wine consumers with a questionnaire on wine perceptions and response measures. The label information was manipulated across subjects using four BNs and three COOs.FindingsThe study confirms BN and COO effects on perceived wine personality and responses to the wine. Findings also indicate the effects of BN and COO as well as a BN‐COO interaction effect on price expectations.Research limitations/implicationsFindings link different personality dimensions to the two different cues, suggesting greater independence of the cues than originally expected. However, some BN‐COO incongruity effects are found particularly regarding price perceptions. A small set of wine BNs and COOs are tested and sample size/treatments are limited. With larger sample sizes, some weak effects might prove more significant. For more substantive support of these findings, the study could be repeated in different locations with different BN and COO examples.Practical implicationsThe results suggest consumers are open to some fluidity in brand name use across wine‐producing countries with appropriate pricing strategies. They also highlight the importance of understanding consumer perceptions of wine personality in assessing consumer responses and price expectations.Originality/valueThe research addresses BN and COO direct and interaction effects on many aspects of wine evaluation and the central role of personality dimensions in wine assessments. The paper provides evidence of value in a rapidly evolving marketplace for wine and insights into the ongoing strategic changes in the wine market. It also contributes to theory and research on information cue use and cue incongruity effects.
The authors use meta-analysis to identify organizational mechanisms within the market orientation-performance relationship and to assess the implications of correlations between market orientation and complementary organizational orientations for that relationship. The meta-analysis is based on an integration of extant research of the relationships between market orientation and value-creating marketing capabilities as well as between organizational performance and market orientation, complementary organizational orientations, and value-creating marketing capabilities. The metaanalysis identifies the unique contribution of market orientation to organizational performance. Relationships between market orientation and specific organizational orientations detract from the necessity of market orientation as a precursor to organizational performance. Consistent with expectations, market orientation was found to relate differentially but still more strongly to specific types of firm-level valuecreating marketing capabilities than to organizational performance. Results indicate that market orientation may affect performance primarily through its relationships with value-creating marketing capabilities.
In the context of marketing, children are considered to be increasingly important influencers of parents’ purchasing decisions. However, their influence varies depending on the products and cultures, and many particularities of this phenomenon remain under-researched. This is especially true in regard to the countries that are categorized as “emerging economies”. Some of them still do not have reliable measurements of their cultural dimensions, and this increases difficulties in performing comparative analysis there. On the other hand, these countries offer a broad and important scene for child influence studies. This study concentrates on analysis and comparisons of children’s influence on parental purchase decision-making in Lithuania and Azerbaijan. These countries are different in, at least, two Hofstede’s cultural dimensions that are important in family decision-making: individualism and uncertainty avoidance. Also, the study contributes to the existing research by using a product use-related categorization of product groups. Such an approach reveals significant difference in terms of how children exert their influence on purchasing services versus tangible products for the family use. Interesting differences between the countries in terms of children’s influence on purchasing products for their personal use also opens a new scene for future studies that might consider a similar product categorization approach.
Purpose -The purpose of this paper is to identify trust-building signals and signaling patterns of commercial and non-commercial wine bloggers within a trustworthiness framework and assess prominence of balanced versus unbalanced resource-based or compensatory approaches for the management of consumer trust beliefs and the facilitation of positive trust intentions. Design/methodology/approach -Development and validation of theory-based signal-classification scheme and two-stage content analysis of trust-building signals embedded in wine blogs. Findings -It is found that wine bloggers manage consumer trust beliefs using an unbalanced signaling approach emphasizing ability over character. Ability sub-dimension signals vary by commercial orientation. Also, character signaling varies with commercial orientation. Research limitations/implications -Only English-language wine blogs were studied. Limitations of content analysis procedures preclude direct evaluation of signal efficacy in absolute or contextualized terms. Practical implications -Bloggers must secure reader trustworthiness to be effective communicators. Readers are likely to possess latent concerns about the bias of commercial bloggers and abilities of non-commercial ones. Bloggers recognize the importance of ability signaling but may not be fully exploiting their positions of perceived advantage nor fully compensating for their distinctive inherent perceived weaknesses. Social implications -Trustworthiness signaling in wine blogs has implications for bloggers in other contexts, including consumer and non-consumer information environments and not-for-profit and governmental communicators. Blog and blogger trustworthiness must be addressed by these communicators to effect audience persuasion. Originality/value -The paper discusses deductive development and validation of a novel signal classification scheme applied to trust building by bloggers that, through analysis of signal content, sheds light on behavior of commercial and non-commercial information sources in emerging product information environments.
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