IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v58y2015i6p651-658.html
   My bibliography  Save this article

The secrets of secret societies: The case of wine

Author

Listed:
  • Hall, Daniel
  • Pitt, Leyland
  • Wallstrom, Asa

Abstract

Secret societies have intrigued humanity since earliest times. In this article we explore secret societies in the context of wine and how these institutions might be insightful in formulating marketing strategies. We contrast the characteristics of secret societies with those of existing secret wine societies such as The Wine Society and La Confrérie. Yet while some of these functions and characteristics transfer well, many ‘secret’ wine societies aren’t actually that secret. Some of the characteristics of secret societies are also found in consumer brand communities. Armed with this knowledge, wine marketers can exploit the characteristics of secret societies to target market segments with precision and to gain the benefits of focused distribution opportunities.

Suggested Citation

  • Hall, Daniel & Pitt, Leyland & Wallstrom, Asa, 2015. "The secrets of secret societies: The case of wine," Business Horizons, Elsevier, vol. 58(6), pages 651-658.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:6:p:651-658
    DOI: 10.1016/j.bushor.2015.07.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681315000907
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2015.07.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hannah, David & Parent, Michael & Pitt, Leyland & Berthon, Pierre, 2014. "It's a secret: Marketing value and the denial of availability," Business Horizons, Elsevier, vol. 57(1), pages 49-59.
    2. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vítor João Pereira Domingues Martinho, 2021. "Contributions from Literature for Understanding Wine Marketing," Sustainability, MDPI, vol. 13(13), pages 1-20, July.
    2. Montecchi, Matteo & Plangger, Kirk & Etter, Michael, 2019. "It’s real, trust me! Establishing supply chain provenance using blockchain," Business Horizons, Elsevier, vol. 62(3), pages 283-293.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Juran & Kang, Seungmook & Bae, Joonheui, 2022. "Human likeness and attachment effect on the perceived interactivity of AI speakers," Journal of Business Research, Elsevier, vol. 144(C), pages 797-804.
    2. Campbell, Colin & Marks, Lawrence J., 2015. "Good native advertising isn’t a secret," Business Horizons, Elsevier, vol. 58(6), pages 599-606.
    3. Mikko Kurenlahti & Arto O. Salonen, 2018. "Rethinking Consumerism from the Perspective of Religion," Sustainability, MDPI, vol. 10(7), pages 1-18, July.
    4. Sladjana Nørskov & Yun Mi Antorini & Morten Berg Jensen, 2019. "Innovative Brand Community Members and Their Willingness to Share Ideas with Companies," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation Understanding and Motivating Crowds, chapter 6, pages 145-169, World Scientific Publishing Co. Pte. Ltd..
    5. Matthew Hawkins, 2019. "The effect of activity identity fusion on negative consumer behavior," Post-Print hal-02014635, HAL.
    6. Crittenden, William F. & Crittenden, Victoria L. & Pierpont, Allison, 2015. "Trade secrets: Managerial guidance for competitive advantage," Business Horizons, Elsevier, vol. 58(6), pages 607-613.
    7. Hawkins, Matthew A., 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    8. Bulmer, Sandy & Buchanan-Oliver, Margo, 2010. "Experiences of brands and national identity," Australasian marketing journal, Elsevier, vol. 18(4), pages 199-205.
    9. Matthew Hawkins, 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Post-Print hal-02943037, HAL.
    10. Camilla Barbarossa, 2014. "La comunicazione organizzativa interna nelle organizzazioni di consumo etico: alcune riflessioni sui gruppi di acquisto solidale," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2014(1), pages 109-124.
    11. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    12. Hatice Aydýn & Cemal Zehir, 2017. "What Type Relationship Do We Have with Our Brands? Is the Name of this Relationship Brand Romance?," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 272-283.
    13. Montgomerie, Johnna & Roscoe, Samuel, 2013. "Owning the consumer—Getting to the core of the Apple business model," Accounting forum, Elsevier, vol. 37(4), pages 290-299.
    14. Sumantra Sarkar & Anthony Vance & Balasubramaniam Ramesh & Menelaos Demestihas & Daniel Thomas Wu, 2020. "The Influence of Professional Subculture on Information Security Policy Violations: A Field Study in a Healthcare Context," Information Systems Research, INFORMS, vol. 31(4), pages 1240-1259, December.
    15. He, Yi & Chen, Qimei & Lee, Ruby P. & Wang, Yonggui & Pohlmann, Attila, 2017. "Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 1-11.
    16. Konu, Henna, 2015. "Developing a forest-based wellbeing tourism product together with customers – An ethnographic approach," Tourism Management, Elsevier, vol. 49(C), pages 1-16.
    17. Korkman, Oskar & Storbacka, Kaj & Harald, Bo, 2010. "Practices as markets: Value co-creation in e-invoicing," Australasian marketing journal, Elsevier, vol. 18(4), pages 236-247.
    18. Arindam Das & Himadri Roy Chaudhuri & Paromita Goswami, 2023. "The catharsis of male consumption: Reimagining masculinity in India," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 4-35, January.
    19. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    20. Ching-Wei Ho & Yu-Bing Wang, 2020. "Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?," Sustainability, MDPI, vol. 12(16), pages 1-17, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:58:y:2015:i:6:p:651-658. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.