The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Understanding the Power of Sensory Marketing in Wine Culture Promotion: A Case Study on the Globalized Wine Market in China
|
|
Author(s): Poshan Yu (Soochow University, China & European Business Institute, Luxembourg & Australian Studies Centre of Shanghai University, China), Melanie Bobik (Independent Researcher, China), Yujie Zhou (Independent Researcher, China)and Heyun Wang (Independent Researcher, China)
Copyright: 2023
Pages: 23
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch013
Purchase
|
Abstract
This chapter aims to study whether and how sensory marketing helps promote wine culture in China. Firstly, we will look into the nature of the alcohol industry in China, give an updated portrait of the main players and typical consumers, and investigate the possibilities of local liquor and international wine brands to apply sensory marketing in order to increase the consumption of alcoholic beverages. Secondly, the relevance of sensory marketing to the wine industry in scientific literature will be analyzed by a citation analysis. Thirdly, case studies will be considered and qualitative analysis performed to evaluate the impacts of sensory marketing strategies in wine promotion. An online survey was conducted in order to determine the market potential for imported wines among young consumers and their interest in sensory marketing activities.
Related Content
|
Ashish Prithviraj Ramlakan, Ruchi Gupta, Sardar M. N. Islam, Yuan Miao.
© 2024.
43 pages.
|
|
Gideon Awini, Alhassan Abdul-Rasheed Alolo Akeji, Mohammed Majeed, Kobby Mensah.
© 2024.
23 pages.
|
|
Amin Ayarnah, Kobby Mensah, Raphael Odoom, Noel Nutsugah.
© 2024.
22 pages.
|
|
Gideon Awini.
© 2024.
16 pages.
|
|
Fatawu Alhassan, Stanley Cowther, Sussana Antwi-Boasiako, Alamu Elizabeth Kehinde, Amodaah Deborah Apusiyine.
© 2024.
12 pages.
|
|
Chabi Gupta.
© 2024.
13 pages.
|
|
S. Baranidharan.
© 2024.
33 pages.
|
|
|