KOREASCHOLAR

EXPERIENCE MATTERS: EXPLORING THE EXPERIENCE BEHAVIORAL LOYALTY RELATIONSHIP IN WINE

Androniki Kavoura, Jean-Eric Pelet, Sharyn Rundle-Thiele, Benoît Lecat
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271834
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1757-1762
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper examines relationships between experience and behavioral loyalty in the wine sector drawing on 618 Greek and French respondents. Being a member of a group provides a sense of belonging that increases behavioral loyalty. Implementing communities and advertising them via a social media communication program may build behavioral loyalty.

Keyword
Behavioral loyaltySocial media communicationAdvertisingSocial elementLifestyle
Author
  • Androniki Kavoura(Technological Educational Institute Athens)
  • Jean-Eric Pelet(University of Nantes)
  • Sharyn Rundle-Thiele(Griffith Business School, Griffith University)
  • Benoît Lecat(Burgundy School of Business)