Customer value perception: Cross-generational preferences for wine

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dc.identifier.uri Wiedmann, Klaus-Peter Behrens, Stefan Klarmann, Christian Hennigs, Nadine 2018-02-09T08:47:14Z 2018-02-09T08:47:14Z 2014
dc.identifier.citation Wiedmann, K.-P.; Behrens, S.; Klarmann, C.; Hennigs, N.: Customer value perception: Cross-generational preferences for wine. In: British Food Journal 116 (2014), Nr. 7, S. 1128-1142. DOI:
dc.description.abstract Purpose-A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers-in general and divided into different age groups-to choose and consume a certain wine. Design/methodology/approach-In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses. Findings-Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine. Research limitations/implications-For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level. Practical implications-Successful wine marketing strategies should focus on the customer’s subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty. Originality/value-The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers’ wine choices. © Emerald Group Publishing Limited. eng
dc.language.iso eng
dc.publisher Bingley : Emerald Group Publishing Ltd.
dc.relation.ispartofseries British Food Journal 116 (2014), Nr. 7
dc.rights Es gilt deutsches Urheberrecht. Das Dokument darf zum eigenen Gebrauch kostenfrei genutzt, aber nicht im Internet bereitgestellt oder an Außenstehende weitergegeben werden. Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
dc.subject Consumer behaviour eng
dc.subject Consumer perceptions eng
dc.subject Generation X eng
dc.subject Generation Y eng
dc.subject Involvement eng
dc.subject Wine marketing eng
dc.subject.ddc 640 | Hauswirtschaft und Familienleben ger
dc.title Customer value perception: Cross-generational preferences for wine eng
dc.type Article
dc.type Text
dc.relation.issn 0007-070X
dc.bibliographicCitation.issue 7
dc.bibliographicCitation.volume 116
dc.bibliographicCitation.firstPage 1128
dc.bibliographicCitation.lastPage 1142
dc.description.version publishedVersion
tib.accessRights frei zug�nglich

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