Three decades of research on wine marketing
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http://hdl.handle.net/10045/142722
Título: | Three decades of research on wine marketing |
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Autor/es: | Martínez-Navarro, Jesús | Sellers Rubio, Ricardo |
Grupo/s de investigación o GITE: | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Wine marketing | Bibliometric analysis | Science mapping | Co-word analysis | Bibliographic coupling | Research trends | Review |
Fecha de publicación: | 9-may-2024 |
Editor: | Elsevier |
Cita bibliográfica: | Heliyon. 2024, 10: e30938. https://doi.org/10.1016/j.heliyon.2024.e30938 |
Resumen: | The goal of this study is to provide a comprehensive review of the academic research into wine marketing over the last three decades. Data from 1,135 wine marketing-related research documents published 1990-2022 in the Web of Science and Scopus databases were employed. Using mainly co-word analysis and bibliographic coupling, the key themes of the discipline were identified. A longitudinal analysis identified the topic’s evolution and current research trends. Results show that wine marketing research has grown sharply in recent years. From the pioneering studies that examined consumers’ behaviours and wine price drivers, the discipline evolved to address burgeoning themes such as sustainability, social media (digital marketing) and wine tourism, which evidences the interest that academics have shown in enhancing knowledge in the area. |
URI: | http://hdl.handle.net/10045/142722 |
ISSN: | 2405-8440 |
DOI: | 10.1016/j.heliyon.2024.e30938 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1016/j.heliyon.2024.e30938 |
Aparece en las colecciones: | INV - MKT - Artículos de Revistas |
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Martinez-Navarro_Sellers-Rubio_2024_Heliyon.pdf | 3,15 MB | Adobe PDF | Abrir Vista previa | |
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