To read this content please select one of the options below:

(excl. tax) 30 days to view and download

Uncorking opportunities: a bibliometric review of wine marketing literature

Seema Bhardwaj, Ritika Chopra, Eugene Cheng-Xi Aw

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 24 July 2024

Issue publication date: 3 September 2024

393

Abstract

Purpose

The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.

Design/methodology/approach

This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.

Findings

The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.

Originality/value

The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.

Keywords

Citation

Bhardwaj, S., Chopra, R. and Aw, E.C.-X. (2024), "Uncorking opportunities: a bibliometric review of wine marketing literature", Marketing Intelligence & Planning, Vol. 42 No. 7, pp. 1274-1298. https://doi.org/10.1108/MIP-07-2023-0337

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles