The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation
The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation
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DOI：
10.1108/jpbm-11-2015-1030
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发表时间：
2017-01-01
影响因子：
5.6
通讯作者：
Jolibert, Alain
中科院分区：
文献类型：
--
作者：
Carsana, Laurence;Jolibert, Alain
目的-本研究的目的是了解专业知识和品牌图式的影响，在购买红酒purchase.Design/方法/方式的背景下，选择标准的感知重要性-数据收集通过在线调查307法国葡萄酒消费者。的互动效果的专业知识和品牌图式的重要性分配给选择critics.Findings -第一，结果表明，商业品牌是更重要的品牌图式消费者（新手和专家）比品牌aschematic（新手和专家）的消费者。第二，无论是新手还是专家，品牌图式消费者比品牌无图式消费者更依赖质量线索来做出选择。第三，品牌无图解新手消费者只对两个质量线索感兴趣[原产地控制（AOC）标签和葡萄酒类别]，但法国品牌图解新手和品牌无图解专家消费者寻找五个质量线索（AOC标签，葡萄酒类别，年份，商业品牌和装瓶地点）。第四，品牌示意图专家消费者考虑到所有的质量cues.Practical影响-消费者的个人特征，即专业知识和图式的水平，影响分配给标签上包含的信息的重要性。在设计葡萄酒标签时应该小心，特别是当消费者在超市购买时，没有机会寻求建议。为了说服这些客户，标签的字体和大小必须确保AOC标签，葡萄酒类别，年份，商业品牌和装瓶地点易于阅读。品牌示意图消费者对许多质量线索感兴趣，以做出选择，因此，这些信息应该在超市（如传单和海报）。管理者还应专注于品牌内容策略，以影响和打击品牌aschematic consumers.Originality/value -很少有研究的影响，品牌图式的重要性的选择标准。关于产品类别的品牌图式和专业知识程度的相互作用以前没有研究过葡萄酒的选择。品牌图式性可以被管理者在传播活动和品牌内容策略中用作细分标准。
Purpose - The purpose of this research is to understand the effects of expertise and brand schematicity on the perceived importance of choice criteria in the context of purchasing red wine purchase.Design/methodology/approach - Data were collected via an online survey of 307 French wine consumers. The interaction effects of expertise and brand schematicity on the importance assigned to choice criteria were then investigated.Findings - First, the results show that commercial brand is more important for brand-schematic consumers (novice and expert) than for brand-aschematic (novice and expert) consumers. Second, to make their choice, brand-schematic consumers place a greater reliance on quality cues than brand-aschematic consumers, whether they are novices or experts. Third, brand-aschematic novice consumers are only interested in two quality cues [Appellation d'Origine Controlee (AOC) label and wine category], but French brand-schematic novice and brand-aschematic expert consumers look for five quality cues (AOC label, wine category, vintage, commercial brand and place of bottling). Fourth, brand-schematic expert consumers take into account all quality cues.Practical implications - The individual characteristics of consumers, that is, level of expertise and schematicity, influence the importance assigned to the information contained on the label. Care should be taken when designing a wine label, especially when consumers make their purchases in supermarkets and have no opportunity to seek advice. To convince these customers, it is essential that the font and size of the label ensure that the AOC label, wine category, vintage, commercial brand and place of bottling can be easily read. Brand-schematic consumers are interested in many quality cues to make their choice, and therefore, such information should be available in supermarkets (e.g. flyers and posters). Managers should also focus on brand content strategy to influence and hit brand-aschematic consumers.Originality/value - There has been little research on the effect of brand schematicity on the importance of choice criteria. The interaction of brand schematicity and degree of expertise regarding product category has not been previously studied in relation to wine selection. Brand schematicity may be used as a segmentation criterion by managers in communication campaigns and brand content strategies.