Consumer Brand Loyalty in the Chilean Wine Industry

Worldwide, the wine industry has become tremendously competitive, with new world wine countries, such as Chile, Australia, New Zealand, and South Africa becoming relevant players. Consumers are increasingly offered a broad range of wine brands in supermarkets, restaurants, and wine stores. Consequently, wine marketing managers are required to develop strategies for building consumer brand loyalty for their own wines. This study attempts to investigate this issue and tests a model of antecedents of wine brand loyalty with 300 consumers from Chile, a new world wine producer. Results are analyzed with structural equation modeling (SEM). Our results indicate that wine brand satisfaction has the strongest relationship with wine brand loyalty. Additionally, wine experience is positively related to brand trust and brand satisfaction.     

Buying free rewards: the impact of a points-plus-cash promotion on purchase and reward redemption

While many studies have investigated consumer purchase behavior in reward programs, a better understanding of customer redemption behavior is lacking, particularly when promotions affect a core aspect of reward programs—free rewards. In this paper, we examine the impact of a promotion on purchase and reward redemption in a reward program in which consumers can partially cover the cost of a free reward with their money. The literature on reward programs suggests a positive reinforcement caused by reward redemption, whereas the literature on promotion provides different views regarding the existence of a postpromotion dip. Using data from a major retailer’s reward program, we verify that such a promotion attracted customers with less transaction activity and shorter tenure. Interestingly, consumers using the promotion increased their preference for hedonic rewards compared to their previously observed behavior. This change in preference persisted after the promotion ended. Overall, the promotion significantly increased the number of redemptions but generated a negative impact on subsequent consumer behavior by decreasing purchase incidence and quantity. Our findings point to a need to understand the trade-off between spending money on buying an otherwise free reward and future regular purchases.

     

Consumer intentions to engage in s-commerce: a cross-national study

Social media has reached global proportions; yet, little is known about how consumers engage with firms in ways that lead to social commerce (s-commerce) – an emerging area of importance in the literature. This study addresses this gap and extends previous research by examining factors that influence consumers’ intentions to engage in s-commerce in four countries: Chile, Spain, South Africa and Australia. Specifically, this study develops and tests a model of consumers’ intentions to engage in s-commerce through brands’ Facebook pages incorporating personal variables (involvement in brands’ products and services, satisfaction with brands’ Facebook page), trust variables (message credibility of Facebook posts, trust in firms’ Facebook) and social variables (peer communication, social media dependency, online social interaction propensity) on predicting intentions to purchase products and services through brands’ Facebook pages if s-commerce was available to them. The findings show that the main drivers of s-commerce engagement are message credibility, trust in the brands’ Facebook, involvement, peer communication and online social interaction propensity, as influencers of consumer satisfaction with brands’ Facebook and social media dependency, which in turn drive intentions to engage in s-commerce. Contributing to theory and practice, these relationships are discussed for the four countries involved in the study.     

Latin American Women's Protection after Adjustment: A Feminist Critique of Conditional Cash Transfers in Chile and Argentina

This paper analyses conditional cash transfer (CCT) policies in Argentina and Chile from a gender perspective. Policy advocates maintain that, through the income provided by CCTs, women acquire some economic autonomy and empowerment within the household. This positive analysis is, however, tempered by gender-based concerns about the developmental value of conservative appeals to women as “mothers”, founded on traditional cultural norms, in regional policy design. Drawing on these two country examples, the objective of the paper is to assess the terms and conditions of women's inclusion as “conduits of policy” in CCTs in the Southern Cone. Findings indicate that the continuity of policy in Chile's anti-poverty strategies locates women as being accountable for family well-being within a multidimensional and psychological vision of poverty. Chile constitutes a radical example of the extension of women's individual responsibilities in managing household poverty with no collective component. By contrast, in Argentina the role of women appears to be dictated more by continuous changes in the state's definition of poverty alleviation, rather than the developmental objective of empowering women. Women's positioning in CCTs could be labelled as bearers of politics, in a context that transfers to women the duty of socially assisting others while rendering their personal needs progressively less visible.     

An Exploratory Study of the Factors Enhancing and Inhibiting Export Growth in the Chilean Wine Industry

This exploratory study investigates the main drivers that enhance and inhibit the export performance of Chilean wineries. The findings of this study suggest that the main constraints within the Chilean wineries in developing exports is the lack of financial resources, limited quantities of stocks for market expansion, management's lack of knowledge and experience, and the high cost of traveling and participating in trade shows. The main drivers of wine export performance according to the respondents are high quality of the wines, well-established network of international distributors, and marketing skills. The major inhibitors of developing wine exports are exchange rate variability, problems in selecting a reliable international distributor, and limited government support to promote wine exports. This study also shows that export managers of Chilean wineries have high educational levels and have international experience. The findings have important implications for export development efforts of both governments and managers.     

Exploring Urban Consumers’ Attitudes and Intentions to Purchase Local Food in Chile

Although local food consumption is growing in importance, there remains a lack of research addressing local food consumption preferences in less developed countries. This article aims to examine the drivers of local food purchase intentions for Chilean consumers. A model of local food behavioral intention was developed from consumer behavior theory. The model was tested using structural equation modeling with data from Chilean shoppers located in Santiago (n = 283). The analysis revealed that Chilean consumers are willing to purchase local food based on their positive attitude toward buying local food and their feelings of connectedness with the environment, but not because they have a desire to support local businesses. These findings have implications for retailers, marketers, and food producers.     

Antecedents of importer relationship performance in Latin America

Emerging market importers are increasingly engaging in relationships with foreign suppliers. Nevertheless, characteristics of the institutional and cultural environments of countries may affect relationship behavior. Furthermore, research on relationship marketing primarily focuses on the marketing activities of exporters from developed countries and much less attention is paid to the import side of the exchange process. Thus, the objective of this study is to empirically examine importer relationship performance in a Latin American context. This article proposes and tests a conceptual model that includes the antecedents and outcomes of trust and commitment with a survey of Chilean importers. The model uses confirmatory factor analysis (CFA) to develop the construct measures and structural equation modeling (SEM) to test the model. The findings of this study contribute to a better understanding of the driving forces of trust and commitment and their influence on importing firms' performance in an emerging market context.     

Cooperation through imitation and exclusion in networks

We study the coevolution of networks and action choices in a Prisoners' Dilemma. Agents in our model learn about both action choices and choices of interaction partners (links) by imitating successful behavior of others. The resulting dynamics yields outcomes where both cooperators and defectors coexist under a wide range of parameters. Two scenarios can arise. Either there is “full separation” of defectors and cooperators, i.e. they are found in two different, disconnected components. Or there is “marginalization” of defectors, i.e. connected networks emerge with a center of cooperators and a periphery of defectors.