Message on a bottle: the use of augmented reality as a form of disruptive rhetoric in wine marketing

References

• 19 Crimes. (2023). 19 crimes augmented reality experience. Retrieved June 28, 2023, from https://19crimes.com/pages/living-labels
   Google Scholar
• Bacigalupo, C., Warin, B., & Wästlund, E. (2018). Augmented reality for enhanced experiential marketing and customer experience: An affordance analysis. In Nordic Conference on Consumer Research. Gothenburg, Sweden.
   Google Scholar
• Barber, N., & Almanza, B. A. (2007). Influence of wine packaging on consumers’ decision to purchase. Journal of Foodservice Business Research, 9(4), 83–98. https://doi.org/10.1300/J369v09n04_06
   Google Scholar
• Barefoot Wine. (2020). Barefoot and GRAMMY-winning group black eyed peas ‘band together’ to launch augmented reality music experience with charitable component. Retrieved July 18, 2023, from: https://www.prnewswire.com/news-releases/barefoot-and-grammy-winning-group-black-eyed-peas-band-together-to-launch-augmented-reality-music-experience-with-charitable-component-301122471.html
   Google Scholar
• Barhorst, J. B., Mclean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122, 423–436.
   Web of Science ®Google Scholar
• Billinghurst, M., & Duenser, A. (2012). Augmented reality in the classroom. Computer, 45(7), 56–63. https://doi.org/10.1109/MC.2012.111
   Web of Science ®Google Scholar
• Boswijk, A., Thijssen, T., & Peelen, E. (2007). The experience economy: A new perspective. Pearson Education.
   Google Scholar
• Bouncken, R., Qiu, Y., Sinkovics, N., & Kursten, W. (2021). Qualitative research: Extending the range with flexible pattern matching. Review of Managerial Science, 15(2), 251–273. https://doi.org/10.1007/s11846-021-00451-2
   Web of Science ®Google Scholar
• Brabazon, T., Winter, M., & Gandy, B. (2014). Digital Wine: How QR Codes facilitate new markets for small wine industries. Springer.
   Google Scholar
• Branding.news. (2022). #TBT: Wine label is music to the ears & a feast for the eyes. Retrieved July 18, 2023, from https://www.branding.news/2022/07/14/tbt-wine-label-is-music-to-the-ears-a-feast-for-the-eyes/
   Google Scholar
• Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: A multisensory experience. Current Issues in Tourism, 24(5), 597–615. https://doi.org/10.1080/13683500.2019.1649373
   Web of Science ®Google Scholar
• Bruun, A., Jensen, J. J., & Skov, M. B. (2016, May). Making sense of context in public spaces: A study of mobility, context and technology use in danbù-aarhus. In Proceedings of the 9th Nordic Conference on Human-Computer Interaction (p. 56).
   Google Scholar
• Charters, S., Lockshin, L., & Unwin, T. (1999). Consumer responses to wine bottle back labels. Journal of Wine Research, 10(3), 183–195. https://doi.org/10.1080/09571269908718177
   Google Scholar
• Cheng, K., & Tsai, C. (2013). Affordances of augmented reality in science learning: Suggestions for future research. Journal of Science Education and Technology, 22(4), 449–462. https://doi.org/10.1007/s10956-012-9405-9
   Web of Science ®Google Scholar
• Creusen, M. E., & Schoormans, J. P. (2005). The different roles of product appearance in consumer choice. Journal of Product Innovation Management, 22(1), 63–81.
   Web of Science ®Google Scholar
• Cui, Y., & van Esch, P. (2023). A sip in the Metaverse: How to implement a multisensory vineyard. Journal of Wine Research, 1–19. https://doi.org/10.1080/09571264.2023.2254248
   Google Scholar
• Dara, J. (2021). 19 crimes ‘Living wine labels’ now include a holographic visit from snoop dogg. Retrieved July 3, 2023, from https://www.forbes.com/sites/jilliandara/2021/12/15/19-crimes-living-wine-labels-include-a-holographic-visit-from-snoop-dogg/?sh=5470217c12b0
   Google Scholar
• de Magistris, T., Groot, E., Gracia, A., & Miguel Albisu, L. (2011). Do millennial generation's wine preferences of the “New World” differ from the “Old World”? A pilot study. International Journal of Wine Business Research, 23(2), 145–160. https://doi.org/10.1108/17511061111143007
   Google Scholar
• Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994–1015. https://doi.org/10.1108/EJM-04-2013-0200
   Web of Science ®Google Scholar
• Dobele, A. R., Greenacre, L., & Fry, J. (2018). The impact of purchase goal on wine purchase decisions. International Journal of Wine Business Research, 30(1), 19–41. https://doi.org/10.1108/IJWBR-07-2016-0021
   Web of Science ®Google Scholar
• Elliot, S., & Barth, J. J. (2012). Wine label design and personality preferences of millennials. Journal of Product & Brand Management, 21(3), 183–191. https://doi.org/10.1108/10610421211228801
   Google Scholar
• Fields, J. (2021). 10 things you should know about 19 crimes. Retrieved June 10, 2023, from https://vinepair.com/articles/ntk-19-crimes-wine-app-guide/
   Google Scholar
• Fingent. (2023). Augmented reality in retail: Use cases and business benefits. Retrieved July 17, 2023, from https://www.fingent.com/blog/augmented-reality-in-retail-reimagining-the-future-of-shopping/
   Google Scholar
• Fritz, W., Hadi, R., & Stephen, A. (2023). From tablet to table: How augmented reality influences food desirability. Journal of the Academy of Marketing Science, 51(3), 503–529.
   Web of Science ®Google Scholar
• Gatter, S., Hüttl-Maack, V., & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers’ need for touch? Psychology & Marketing, 39(3), 508–523. https://doi.org/10.1002/mar.21618
   Web of Science ®Google Scholar
• Gellido, T. (2022). How are GenZ wine drinkers different? 6 ways your winery can reach them. Retrieved July 18, 2023, from https://barrelsahead.com/how-are-genz-wine-drinkers-different/
   Google Scholar
• Genay, A., Lécuyer, A., & Hachet, M. (2022). Being an avatar “for real”: A survey on virtual embodiment in augmented reality. IEEE Transactions on Visualization and Computer Graphics, 28(12), 5071–5090. https://doi.org/10.1109/TVCG.2021.3099290
   PubMed Web of Science ®Google Scholar
• Giese, J. L., Malkewitz, K., Orth, U. R., & Henderson, P. W. (2014). Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength. Journal of Business Research, 67(6), 1154–1161.
   Web of Science ®Google Scholar
• Goodrick, D. (2014). Comparative case studies. United Nations Children Foundation.
   Google Scholar
• Hancock, E. (2020). Black eyed peas create AR music campaign with Barefoot wine. The Drinks Business. Retrieved July 4, 2023, from https://www.thedrinksbusiness.com/2020/09/black-eyed-peas-collaborate-on-marketing-stunt-with-barefoot-wine/
   Google Scholar
• Henley, C. D., Fowler, D. C., Yuan, J. J., Stout, B. L., & Goh, B. K. (2011). Label design: Impact on millennials’ perceptions of wine. International Journal of Wine Business Research, 23(1), 7–20. https://doi.org/10.1108/17511061111121371
   Google Scholar
• Hilken, T., Staake, T., & Bleier, A. (2017). Marketing meets transformative technologies: Exploring the transformative power of AR and VR. GfK Marketing Intelligence Review, 9(2), 18–23. https://doi.org/10.1515/gfkmir-2017-0013
   Google Scholar
• House, A. (2017). 19 Crimes brings augmented reality to the wine aisle. Retrieved June 18, 2023, from https://www.drinkstrade.com.au/19-crimes-brings-augmented-reality-to-the-wine-aisle
   Google Scholar
• Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273. https://doi.org/10.1108/09555341111130245
   Google Scholar
• Javornik, A., Marder, B., Barhorst, J. B., Mclean, G., Rogers, Y., Marshall, P., & Warlop, L. (2022). What lies behind the filter?’Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being. Computers in Human Behavior, 128, 107126.
   Web of Science ®Google Scholar
• Jenster, P. V. (2008). The business of wine: A global perspective. Copenhagen Business School Press DK.
   Google Scholar
• Johnston, L. (2020). Barefoot wine dips toe into AR with the Black Eyed Peas. Retrieved July 2, 2023, from https://consumergoods.com/barefoot-wine-dips-toe-ar-black-eyed-peas
   Google Scholar
• Joy, A., Charters, S., Wang, J. J., & Grohmann, B. (2020). A multi-sensory and embodied understanding of wine consumption. Journal of Wine Research, 31(4), 247–264. https://doi.org/10.1080/09571264.2020.1854700
   Google Scholar
• Jung, T., tom Dieck, M. C., & Rauschnabel, P. A. (2020). Augmented reality and virtual reality: Changing realities in a dynamic world (pp. 123–195). Springer.
   Google Scholar
• Kidd, I. (1999). The good, the bad, and the ugly: Branding and packaging can make or break a wine sale. Australian and New Zealand Wine Industry Journal, 14(6), 84–86.
   Google Scholar
• Ko, S. M., Chang, W. S, & Ji, Y. G. (2013). Usability principles for augmented reality applications in a smartphone environment. International Journal of Human-Computer Interaction, 29(8), 501–515.
   Web of Science ®Google Scholar
• Kolb, D. (1984). Experiential learning: Experience as the source of learning and development. Prentice Hall.
   Google Scholar
• Kourouthanassis, P. E., Boletsis, C., & Lekakos, G. (2015). Demystifying the design of mobile augmented reality applications. Multimedia Tools and Applications, 74(1), 1045–1066. https://doi.org/10.1007/s11042-013-1710-7
   Google Scholar
• Kumar, M., & Noble, C. H. (2016). Beyond form and function: Why do consumers value product design?. Journal of Business Research, 69(2), 613–620.
   Web of Science ®Google Scholar
• Liu, S. (2020). Global augmented reality market size 2025. Statista. https://www.statista.com/statistics/897587/world-augmented-reality-market-value/. Accessed 29 June 2023.
   Google Scholar
• Loch, A., Stanton, J., & Unnava, H. R. (2001). The effects of knowledge, variety seeking, and use of wine labels by novice and expert consumers. Australasian Marketing Journal, 9(1), 41–49.
   Google Scholar
• Lunardo, R. (2020). How do consumers respond to fun wine labels?. British Food Journal, 122(8), 2603–2619.
   Web of Science ®Google Scholar
• Manthiou, A., Lee, S., Tang, L., & Chiang, L. (2014). The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, 28(1), 22–35. https://doi.org/10.1108/JSM-06-2012-0105
   Web of Science ®Google Scholar
• McDougall, C. (2018). Winemaker sees success with augmented reality. Retrieved July 4, 2023, from https://www.labelsandlabeling.com/features/interactive-technology/winemaker-sees-success-augmented-reality
   Google Scholar
• Minchin, J. (2023). Packaging with conviction. Retrieved July 18, 2023, from https://www.newfoodmagazine.com/article/189087/packaging-with-conviction/
   Google Scholar
• O’Brien Coffey, J. (2019). How millennials and augmented reality are changing wine sales. Retrieved July 3, 2023, from https://www.forbes.com/sites/jeanneobriencoffey/2019/09/29/how-millennials-and-augmented-reality-are-changing-wine-sales/?sh=f2985dd635e9
   Google Scholar
• Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts-Tourism applications. Journal of Travel Research, 46(2), 119–132. https://doi.org/10.1177/0047287507304039
   Google Scholar
• O'Meara, J., & Szita, K (2023). AR cinema: Visual storytelling and embodied experiences with augmented reality filters and backgrounds. PRESENCE: Virtual and Augmented Reality, 30, 99–123.
   Google Scholar
• Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64–81. https://doi.org/10.1509/JMKG.72.3.064
   Web of Science ®Google Scholar
• Orth, U. R., McGarry Wolf, M. (2005). Dimensions of wine region equity and their impact on consumer preferences. Journal of Product & Brand Management, 14(2), 88–97. https://doi.org/10.1108/10610420510592563
   Google Scholar
• Patton, E., & Appelbaum, S. H. (2003). The case for case studies in management research. Management Research News, 26(5), 60–71. https://doi.org/10.1108/01409170310783484
   Google Scholar
• Pine, J., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97–105.
   PubMed Web of Science ®Google Scholar
• Pine, J., & Gilmore, J. (2011). The experience economy. Harvard Business School Publishing.
   Google Scholar
• Pitt, L. (2017). Ten reasons why wine is a magical marketing product. Journal of Wine Research, 28(4), 255–258. https://doi.org/10.1080/09571264.2017.1395386
   Google Scholar
• Pous, R., Boada, I., Tost, D., & Farrés, M. (2012). Augmented labels: Accessing detailed information about products through interactive labels. Electronics Letters, 48(25), 1586–1588. https://doi.org/10.1049/el.2012.2305
   Google Scholar
• Poushneh, A., & Vasquez-Parraga, A.Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229–234. https://doi.org/10.1016/j.jretconser.2016.10.005
   Web of Science ®Google Scholar
• Priya, A. (2021). Case study methodology of qualitative research: Key attributes and navigating the conundrums in its application. Sociological Bulletin, 70(1), 94–110. https://doi.org/10.1177/0038022920970318
   Google Scholar
• Ranasinghe, N., Jain, P., Thi Ngoc Tram, N., Koh, K. C. R., Tolley, D., Karwita, S., Lien-Ya, L., Liangkun, Y., Shamaiah, K., Wai Tung, C. E., Chiuan Yen, C., & Do, E. Y. L. (2018, April). Season traveller: Multisensory narration for enhancing the virtual reality experience. In Proceedings of the 2018 CHI conference on Human Factors in Computing Systems (pp. 1–13).
   Google Scholar
• Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140–1150. https://doi.org/10.1016/j.jbusres.2021.12.084
   Web of Science ®Google Scholar
• Rauschnabel, P. A., Babin, B. J., Tom Dieck, M. C., Krey, N, & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140–1150.
   Web of Science ®Google Scholar
• Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306–319. https://doi.org/10.1016/j.techfore.2016.10.010
   Web of Science ®Google Scholar
• Robertson, J., Ferreira, C., & Botha, E. (2018). The influence of product knowledge on the relative importance of extrinsic product attributes of wine. Journal of Wine Research, 29(3), 159–176.
   Google Scholar
• Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is it all a game? Understanding the principles of gamification. Business Horizons, 58(4), 411–420. https://doi.org/10.1016/j.bushor.2015.03.006
   Web of Science ®Google Scholar
• Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2016). Game on: Engaging customers and employees through gamification. Business Horizons, 59(1), 29–36. https://doi.org/10.1016/j.bushor.2015.08.002
   Web of Science ®Google Scholar
• Rocchi, B., & Stefani, G. (2006). Consumers’ perception of wine packaging: A case study. International Journal of Wine Marketing, 18(1), 33–44.
   Google Scholar
• Schoch, K. (2020). Case study research. In G. J. Burkholder, K. A. Cox, L. M. Crawford, & J. H. Hitchcock (Eds.), Research design and methods: An applied guide for the scholar practitioner (pp. 245–258). Sage.
   Google Scholar
• Schwab, P. (2021). 19 Crimes: A stroke of marketing genius … often poorly imitated. Retrieved June 20, 2023, from https://www.intotheminds.com/blog/en/19-crimes-wine-augmented-reality/
   Google Scholar
• Seo, Y. (2013). Electronic sports: A new marketing landscape of the experience economy. Journal of Marketing Management, 29(13-14), 1542–1560. https://doi.org/10.1080/0267257X.2013.822906
   Google Scholar
• Simmonds, L. (2023). Enosophia: First wine with interactive AR label on Croatian market. Retrieved June 28, 2023, from https://total-croatia-news.com/news/business/enosophia/
   Google Scholar
• Sinkovics, N. (2018). Pattern matching in qualitative analysis. In The SAGE handbook of qualitative business and management research methods (pp. 468–485). Sage Publications Ltd.
   Google Scholar
• Spence, C. (2021). Multisensory experiential wine marketing. Food Quality and Preference, 88, 104028.
   Google Scholar
• Syam, N., & Sharma, A. (2018). Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial Marketing Management, 69, 135–146. https://doi.org/10.1016/j.indmarman.2017.12.019
   Web of Science ®Google Scholar
• Tan, Y. C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented reality in retail and its impact on sales. Journal of Marketing, 86(1), 48–66.
   Web of Science ®Google Scholar
• Tassi, P. (2018). “Pokémon GO” is more popular than it’s been at any point since launch in 2016. Forbes. Retrieved from https://www.forbes.com/sites/insertcoin/2018/06/27/pokemon-go-is-more-popular-than-its-been-at-any-point-since-launch-in-2016/. Accessed 23 June 2023.
   Google Scholar
• Thach, L., Riewe, S., & Camillo, A. (2021). Generational cohort theory and wine: Analyzing how gen Z differs from other American wine consuming generations. International Journal of Wine Business Research, 33(1), 1–27. https://doi.org/10.1108/IJWBR-12-2019-0061
   Web of Science ®Google Scholar
• tom Dieck, M. C., Jung, T. H., & Rauschnabel, P. A. (2018). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44–53. https://doi.org/10.1016/j.chb.2017.12.043
   Web of Science ®Google Scholar
• van Esch, P., Arli, D., Gheshlaghi, M. H., Andonopoulos, V., von der Heidt, T., & Northey, G. (2019). Anthropomorphism and augmented reality in the retail environment. Journal of Retailing and Consumer Services, 49, 35–42. https://doi.org/10.1016/j.jretconser.2019.03.002
   Web of Science ®Google Scholar
• Veil, S., Sellnow, T., & Freihaut, R. (2015). Situational theory of publics: Practical applications, methodological challenges, and theoretical horizons. The Handbook of Mass Media Ethics.
   Google Scholar
• Vieira, V. A., Rafael, D. N., & Agnihotri, R. (2022). Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values. Journal of Business Research, 151, 170–184. https://doi.org/10.1016/j.jbusres.2022.06.030
   Web of Science ®Google Scholar
• Vila, N., & Ampuero, O. (2007). The role of packaging in positioning an orange juice. Journal of Food Products Marketing, 13(3), 21–48. https://doi.org/10.1300/J038v13n03_02
   Google Scholar
• Von Wallpach, S., Kreuzer, M. (2013). Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multisensory metaphors. Journal of Business Research, 66(9), 1325–1331.
   Web of Science ®Google Scholar
• Vrigkas, M., Lappas, G., & Kleftodimos, A. (2022). An augmented reality workflow for creating ‘live’ wine labels. International Journal of Entertainment Technology and Management, 1(4), 311–327. https://doi.org/10.1504/IJENTTM.2022.129631
   Google Scholar
• Wine-Searcher. (2021). Barefoot cellars. Retrieved June 28, 2013, from https://www.wine-searcher.com/merchant/3876-barefoot-cellars#:~:text=The%20history%20of%20Barefoot%20begins,of%20the%20iconic%20footprint%20label
   Google Scholar
• World Brand Society. (2022). Enosophia wines with an interactive label that plays music. Retrieved July 8, 2023 from https://worldbranddesign.com/enosophia-wines-with-an-interactive-label-that-plays-music/
   Google Scholar
• Yin, R. K. (2018). Case study research: Design and methods (6th ed). SAGE.
   Google Scholar