Reaching for Customer Centricity—Wine Brand Positioning Configurations

Dreßler, Marc; Paunović, Ivan

doi:10.3390/joitmc7020139

Cited by 14 publications

(8 citation statements)

References 119 publications

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“…The results are therefore a suitable starting point for single case studies in both regions. In this sense, a so-called Point-of-Difference-Positioning and Point-of-Parity-Positioning aspects for the two regions can be identified (Keller, 2012; Dressler and Paunovic, 2021a). In this sense, results demonstrate that Balaton family SME winery brands rely predominantly on the combination of wine and foods as well as excellent hospitality, while Constance wineries' brands rely on wine craftsmanship, subtle but informed way of communication with customers and connection with the lake.…”

Section: Discussionmentioning

confidence: 99%

Online branding strategies of family SME wineries: a Hungarian-German comparative study

Paunović

Obermayer-Kovács

Kővári

2022

JFBM

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PurposeBoth Hungary and Germany belong to the old-world wine-producing countries and have long winemaking traditions. This paper aims at exploring and comparing online branding strategies of family SME (small and medium sized enterprises) wineries at Lake Balaton (Hungary) and Lake Constance (Germany), as two wine regions with similar geographic characteristics.Design/methodology/approachThis paper, based on a total sample of 37 family wineries, 15 at Lake Balaton and 22 at Lake Constance, investigates the differences in brand identity on the website, brand image in social media and online communication channels deployed in both wine regions. The study applies a qualitative methodology using MaxQDA software for conducting content analysis of texts in websites and social media. Descriptive statistics and t-test were conducted to compare the usage of different communication channels and determine statistical significance.FindingsAt Lake Balaton, the vineyard, the winery and the family, while at Lake Constance, the lake itself and the grape are highlighted regarding family winery brand identity. The customer-based brand image of Hungarian family wineries emphasizes wine, food and service, with the predominant use of Facebook. In the German family wineries, the focus of brand identity is on wine, friendliness and taste and includes more extensive usage of websites.Originality/valueThe paper deploys a novel methodology, both in terms of tools used as well as geographic focus to uncover online branding patterns of family wineries, thereby providing implications for wine and tourism industries at lake regions. It compares the share of selected most-used words in the overall text in websites and in social media, and presents the key findings from this innovative approach.

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Section: Discussionmentioning

confidence: 99%

Online branding strategies of family SME wineries: a Hungarian-German comparative study

Paunović

Obermayer-Kovács

Kővári

2022

JFBM

Self Cite

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“…e basic idea of the active contour model is as follows: given an initial partial differential feature C, under certain constraints of color, the boundary of the target is detected by deforming the partial differential feature. It is characterized by combining the low-level features of color with high-level knowledge such as the position, size, and shape of objects and can integrate color cultural and creative product design data, initial contour estimation, features of contours to be extracted, and knowledge-based constraints in a single extraction process [20][21][22][23][24][25].…”

Section: Related Workmentioning

confidence: 99%

Construction of Digital Virtual Cultural and Creative Product Design Model Based on Partial Differential Color Feature Extraction

Zhang

2022

Mathematical Problems in Engineering

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The digital virtual design model in the field of cultural and creative product design has attracted much attention of researchers due to its high adaptability. The traditional cultural and creative product design method has poor color feature interpolation effect, so algorithm improvement is urgently needed. Based on the theory of partial differential color feature extraction, this article proposes an improved design method for segmenting digital virtual cultural and creative products and introduces a color feature item on the basis of the original model. The improved partial differential algorithm can not only solve the re-initialization problem in the process of feature evolution, but also adopt a more flexible initialization method (the level set partial differential function can be loosely defined as the signed distance partial differential function). The simulation results show that the partial differential color feature extraction algorithm has a good performance in determining the target area of the product, the target segmentation rate reaches 91.7%, and the calculation speed of the algorithm is increased to 0.216s, which effectively improves the color feature interpolation effect of cultural and creative products by bringing results closer to the digital virtual trend.

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“…These findings on the importance of content consumption experience and user imagery can allow media brands to revise their social media presence and employ these platforms better to develop media brand associations outside of their own platforms. Acknowledging the brand image on social media platforms is pivotal to strengthening a brand [44] and, therefore, brand equity.…”

Section: The Role Of Media Audience On Media Consumptionmentioning

confidence: 99%

The Influence of Non-Product-Related Attributes on Media Brands’ Consumption

Saulīte

Ščeulovs

Pollák

2022

Journal of Open Innovation: Technology, Market, and Complexity

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This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15–24. Due to technological developments, new media content consumption patterns have emerged. New dynamic, interactive, and multiplatform marketplaces have changed how media brands deliver content and how audiences consume it. The main catalysts of change are multiple platforms, on-demand content consumption, and social media platforms. The increasing use of global social networks offers media brands possibilities to distribute content and connect with their audiences, all while creating new challenges and competition in local media. These changes have brought about possibilities of broadening media audiences, as well as challenges, e.g., because of decreasing media brand associations and preference being given to social media platforms and global media brands. Generation Z’s traditional media consumption patterns are below average. This audience segment prefers mobile access and online media content on various platforms, uses social media more than other age range audiences, and chooses global media and social media platforms over national media brands. These dynamics increase the challenges for local news media brands in attracting and growing a future audience, as Generation Z consumes fewer national media content in their local or national language, and what they do consume is through the medium of social media. The authors analyse media consumption trends in Latvia and determine how media brands increase their equity and the consumption of media regarding younger audiences. This research was designed to understand media consumption trends via secondary information analyses and employs a quantitative survey to identify non-product-related brand attitudes. The research question of this paper is concerned with defining how media brand associations affect content consumption and engagement. We used regression analyses to predict the most significant correlations between brand attributes and content consumption and concentration. The study focuses on national news media brands.

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Reaching for Customer Centricity—Wine Brand Positioning Configurations

Cited by 14 publications

References 119 publications

Online branding strategies of family SME wineries: a Hungarian-German comparative study

Online branding strategies of family SME wineries: a Hungarian-German comparative study

Construction of Digital Virtual Cultural and Creative Product Design Model Based on Partial Differential Color Feature Extraction

The Influence of Non-Product-Related Attributes on Media Brands’ Consumption

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