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Using an aesthetics and ontology framework to investigate consumers' attitudes toward luxury wine brands as a product category Evidence from two countries
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2016 (English)In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 28, no 2, 154-169 p.Article in journal (Refereed) Published
Resource type
Text
Abstract [en]

Purpose - This paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an aesthetic and ontological framework. Design/methodology/approach - Using recognized scales, consumers' ontological and aesthetic orientation and attitudes toward luxury wine brands as part of a product category are measured. Data for the USA sample were collected using Amazon's Mechanical Turk platform, whereas the South African sample data were collected from a sample of Generation Y consumers. Using the two orientation scores, it was possible to create a 2 x 2 matrix with low and high scores for the two countries investigated. To determine the relationship between the resultant groups and attitude toward wine, ANOVA was performed. Differences among the groups were identified via a comparison of means. Findings - The results suggest that the use of aesthetics and ontological orientations enables the identification of different luxury wine consumer modes in the two countries studied. In addition, these demonstrate significantly different attitudes toward luxury wine brands as part of a product category. Research limitations/implications - The samples for both countries were collected using a non-probability sampling method, and any generalization to the greater populations must be undertaken with caution. Practical implications - The findings demonstrate a unique approach that provides an alternative form of segmentation for luxury wine brands. Recommendations to target the different identified modes and how these impact attitudes toward luxury wine brands as a product category in the two countries are made. Originality/value - The study contributes to the literature by providing a unique and alternative method of market segmentation and shows how this affect attitudes toward luxury wine brands as a product category.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016. Vol. 28, no 2, 154-169 p.
Keyword [en]
Marketing, Wine, South Africa, USA, Wines, Developing countries, Market segmentation, Luxury, Aesthetics, Ontology, Attitude towards brands, Ephemerality
National Category
Economics and Business Other Agricultural Sciences
Identifiers
URN: urn:nbn:se:kth:diva-190581DOI: 10.1108/IJWBR-10-2015-0047ISI: 000379777700006Scopus ID: 2-s2.0-84977521256OAI: oai:DiVA.org:kth-190581DiVA: diva2:953459
Note

QC 20160817

Available from: 2016-08-17 Created: 2016-08-12 Last updated: 2017-04-11Bibliographically approved
In thesis
1. Identification and assessment of luxury brand segments in the emerging markets: Case of South Africa
Open this publication in new window or tab >>Identification and assessment of luxury brand segments in the emerging markets: Case of South Africa
2017 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Africa has been identified as an upcoming market in which luxury brands should secure future growth opportunities. A review of related academic literature, however, reveals that limited research has been conducted which focuses specifically on the continent’s luxury consumers. This gap in the literature highlights the need to further the body of knowledge on luxury consumer behaviour in this context. However, as the continent comprises a vast number of countries with diverse consumer profiles, it was decided that this study would focus on the assessment of the behaviour of the members of luxury consumer segments in the South African market.

The specific areas that require research in order to establish an understanding of luxury consumer segments’ behaviour commenced from a review of different trends and developments in the South African market. The core trends, along with calls for further research on luxury brands in the international academic literature were combined to identify numerous avenues for further research. This eclectic approach aimed to not only contribute to an enhanced understanding of the behaviour of luxury consumer segments in the South African market, but to develop and extend the existing body of academic knowledge and literature on luxury brands.

Four research questions were developed from both the identified avenues from the review of the trends in the market, and the calls for further research in the academic literature. Each of these questions was then addressed by four individual papers.  This thesis makes a number of contributions to the related body of knowledge as it details the behaviour of different luxury brand consumer segments in the South African market, thereby serving as a step towards addressing the gap in the literature on luxury consumers on the African continent. 

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2017. 141 p.
Series
TRITA-IEO, ISSN 1100-7982 ; TRITA-IEO-R 2017:06
Keyword
Luxury brands, South Africa, Emerging markets, Consumer behaviour, luxury segments, brand co-creation, discourse analysis
National Category
Economics and Business
Research subject
Business Studies
Identifiers
urn:nbn:se:kth:diva-205217 (URN)978-91-7729-362-0 (ISBN)
Public defence
2017-06-12, F3, KTH, Stockholm, 09:00 (English)
Opponent
Supervisors
Note

QC 20170411

Available from: 2017-04-11 Created: 2017-04-10 Last updated: 2017-04-11Bibliographically approved

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