From firm’s brand identity to cluster’s brand identity : a web-based analysis of Tuscan wineries
Purpose: This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies. Design/methodology/approach: Chianti, Chianti Classico and Brunello di Montalcino wine clusters (located in Tuscany, Italy) were selected as the set for this study. A total of 452 wineries websites were analyzed using a text frequency query, and the results were further examined through a discriminant analysis. Findings: The theoretical framework was modeled after a careful analysis of the literature and is composed of three macro-areas of identity drivers: locational, product/process and social attributes. The analysis of winery websites shows the presence of all the drivers examined, which explain not only the wineries’ specific strategies but also the drivers of a particular cluster’s brand identity. A discriminant analysis highlighted that some drivers are able to explain the unique characteristics of the three clusters. Originality/value: This research seeks to build a holistic investigation of all the identity drivers used by firms online. The specific brand identity focus and the holistic approach can enrich both academics and practitioners with a framework of current branding strategies.
Year of publication: |
2018
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Authors: | Devigili, Matteo ; Pucci, Tommaso ; Zanni, Lorenzo |
Published in: |
International Journal of Wine Business Research. - Emerald, ISSN 1751-1062, ZDB-ID 2279092-5. - Vol. 30.2018, 4 (19.11.), p. 374-393
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Publisher: |
Emerald |
Saved in:
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