La crédibilité des dispositifs de jugement en question. La recherche d’autonomie des aficionados de vin

Roxane Favier, Anthony Galluzzo and Jean-Philippe Galan

Revue française de gestion, 2018, vol. N° 274, issue 5, 31-47

Abstract: In the wine market, aficionados, as very regular consumers and soon-to-be experts, are important targets for influence marketing. Investing judiciously in the judgment devices in which their oenophile learning is constituted is therefore crucial. This article aims to understand the criteria that shape the hierarchy of judgment devices among wine aficionados. Based on a participant observation, a netnography and projective interviews, this research reveals the distrust of aficionados for vertical devices and their valorisation of devices promoting autonomy and participation, and advocates a strengthening of offline and online networks.

Date: 2018
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