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on Marketing |
| By: | Roberta Capitello (Department of Business Administration - Universidad de Navarra); Lucie Sirieix (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier) |
| Abstract: | This study offers new insights into the sustainable wine market by exploring consumers' perceptions of product attributes for six categories of wine that have characteristics of sustainability and one conventional wine. The study investigates product-attribute associations that French and Italian consumers attach to sustainable wines, and whether consumers' involvement with wine and propensity towards ethically-minded behaviours affect their perceptions of sustainable wines. The research employs a cross-country analysis of France and Italy, and uses a free-choice approach to reveal consumers' perceptions. The perceptual maps highlight the different attribute dimensions associated with conventional wines and sustainable wines. Health benefits, taste, and ethics emerge as the most relevant discriminant dimensions. The study finds that consumers involved with wine demonstrate a greater ability to evaluate product-attribute associations for sustainable wines than do ethically-minded consumers who are not involved with wine. The study elaborates some practical implications of this result for wineries. In particular, the study highlights that consumers associate different characteristics and beneficial aspects with different categories of sustainable wines; this also depends on their level of involvement with wine. The results demonstrate that sustainable wine marketers should, in their marketing and communication, take into stronger consideration the level of consumer involvement with wine and the specific associations made by consumers with the sustainable wine category they want to promote. |
| Keywords: | sustainable wine,wine-consumer perceptions,ethically-minded consumer behaviour,wine involvement,pick-any approach |
| Date: | 2019 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-02625269&r=all |
| By: | Johnson, Catherine; McLaughlin, James |
| Abstract: | Brand confusion takes place when a person views an advertisement for a particular brand as a communication about a different brand. This empirical study was conducted in a sample of 134 men and women and based on 24 mass tourism destination advertisements of 8 different Mediterranean countries. Advertisements that were perceived as likeable and distinctive, and that were not information-overloaded suffered less from brand confusion. Destination brands with weak advertising support were found to be more vulnerable to brand confusion. Consumers with higher levels of product category involvement and higher levels of brand awareness and brand loyalty appear to confuse mass tourism destination brands less frequently. |
| Keywords: | mass tourism, destination promotion, advertising campaigns, brand confusion |
| JEL: | L83 M3 |
| Date: | 2020–05–07 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:100706&r=all |
| By: | Gilles Grolleau (LAMETA - Laboratoire Montpelliérain d'Économie Théorique et Appliquée - CNRS - Centre National de la Recherche Scientifique - UM - Université de Montpellier - INRA - Institut National de la Recherche Agronomique - UM3 - Université Paul-Valéry - Montpellier 3 - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - UM1 - Université Montpellier 1 - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques, LESSAC - BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)); Lisette Ibanez (LAMETA - Laboratoire Montpelliérain d'Économie Théorique et Appliquée - CNRS - Centre National de la Recherche Scientifique - UM - Université de Montpellier - INRA - Institut National de la Recherche Agronomique - UM3 - Université Paul-Valéry - Montpellier 3 - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - UM1 - Université Montpellier 1 - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques); Nathalie Lavoie (Department of Resource Economics - UMASS - University of Massachusetts System) |
| Abstract: | Firms increasingly develop partnerships with non-profit organizations (NPO) to support a cause and improve their corporate image. This type of Corporate Social Responsibility, called Cause-Related Marketing, commits firms to fund associations that encourage environmental protection, international development, and other causes by donating part of their profits. In this article, we argue that when cause-related marketing is applied to products with a negative externality, these a priori win-win arrangements can generate adverse and unexpected effects. We consider a vertical differentiation model integrating two assumptions. First, consumers may perceive the firm's contribution to be higher than the actual donation. Second, consumers who value highly socially responsible behavior may prefer not to consume rather than consuming products that aren't socially responsible. In this set-up we identify several possible counter-productive effects such as the likelihood of increase of the externality and the crowding out of direct contributions. We also draw policy and managerial implications |
| Keywords: | cause-related products,cause marketing,crowding-out,fund-raising,donation,environmental externalities |
| Date: | 2020–06–05 |
| URL: | http://d.repec.org/n?u=RePEc:hal:wpaper:hal-02795406&r=all |