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Online branding strategies of family SME wineries: a Hungarian-German comparative study

  • Purpose: Both Hungary and Germany belong to the old-world wine-producing countries and have long winemaking traditions. This paper aims at exploring and comparing online branding strategies of family SME (small and medium sized enterprises) wineries at Lake Balaton (Hungary) and Lake Constance (Germany), as two wine regions with similar geographic characteristics. Design/methodology/approach: This paper, based on a total sample of 37 family wineries, 15 at Lake Balaton and 22 at Lake Constance, investigates the differences in brand identity on the website, brand image in social media and online communication channels deployed in both wine regions. The study applies a qualitative methodology using MaxQDA software for conducting content analysis of texts in websites and social media. Descriptive statistics and t-test were conducted to compare the usage of different communication channels and determine statistical significance. Findings: At Lake Balaton, the vineyard, the winery and the family, while at Lake Constance, the lake itself and the grape are highlighted regarding family winery brand identity. The customer-based brand image of Hungarian family wineries emphasizes wine, food and service, with the predominant use of Facebook. In the German family wineries, the focus of brand identity is on wine, friendliness and taste and includes more extensive usage of websites. Originality/value: The paper deploys a novel methodology, both in terms of tools used as well as geographic focus to uncover online branding patterns of family wineries, thereby providing implications for wine and tourism industries at lake regions. It compares the share of selected most-used words in the overall text in websites and in social media, and presents the key findings from this innovative approach.

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Document Type:Article
Author:Ivan Paunovic, Nóra Obermayer, Edit Kovari
Parent Title (English):Journal of Family Business Management
First Page:450
Last Page:467
Publisher:Emerald Publishing
Publishing Institution:Hochschule Bonn-Rhein-Sieg
Date of first publication:2022/03/10
Copyright:© Ivan Paunovic, Nóra Obermayer and Edit Kovari. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence.
Funding:This publication/research has been supported by the Ministry of Innovation and Technology, and the National Research, Development and Innovation Office through the project NLP-08, titled “National Laboratory for Social Innovation”.
Keyword:Brand; Brand identity; Brand image; Family business; Web scrapping; Winery; social media
Departments, institutes and facilities:Centrum für Entrepreneurship, Innovation und Mittelstand (CENTIM)
Dewey Decimal Classification (DDC):6 Technik, Medizin, angewandte Wissenschaften / 65 Management, Öffentlichkeitsarbeit / 650 Management und unterstützende Tätigkeiten
Entry in this database:2022/03/24
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International