| Author: | Zhou, Lan |
| Title: | Developing a wine brand experience model : insights and implications for Chinese Generation Z |
| Advisors: | Tung, Vincent (SHTM) |
| Degree: | DHTM |
| Year: | 2025 |
| Subject: | Wine industry -- China Wine -- Marketing Branding (Marketing) Generation Z Consumers' preferences Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ix, 166 pages : color illustrations |
| Language: | English |
| Abstract: | The United Nations Department of Economic and Social Affairs reported in 2020 that Generation Z constitutes approximately 32% of the global population and possesses substantial purchasing power. Generation Z predominantly utilizes social media, short video applications, and online communities in China to obtain wine-related information. They strongly emphasize local culture, personalization, digital engagement, and alignment with brand values, prioritizing these aspects over the product's physical characteristics or historical context. Furthermore, these consumers prefer experiential consumption and demonstrate enthusiasm for engaging with brand narratives to cultivate emotional connections through interaction and co-creation. Notwithstanding the increasing importance of Generation Z as a consumer demographic, a significant deficiency exists in research centered on their brand experiences with wine within the academic community. This generation has distinct patterns of consumption, and perceptions of product value that differ markedly from those of preceding generations. To address this research gap, the present study constructs and elaborates a framework for exploring wine brand experiences, focusing on China's Generation Z consumer group. Twenty-three in-depth interviews with consumers from 15 cities in China were conducted to explore their unique perceptions and experiences with wine. Thematic analysis involving a systematic coding process was used to analyze the interview content. The study finds five essential dimensions of wine brand experiences: sensory, affective, intellectual, behavioral, and relational, which constitute the foundation of the wine brand experience model. This wine brand experience model offers a dynamic framework for evaluating the characteristics of Generation Z consumers through the integration of the five experiential dimensions, thereby establishing a robust foundation for further research regarding the interactions and influencing factors among each dimension. Additionally, the model emphasizes the pivotal role of affective experience in shaping wine-brand interactions, highlighting how positive affective feedback can effectively encourage consumers to enhance and broaden their engagement with brands. Furthermore, the study delineates three levels of interaction perceptions for relational experiences: interpersonal relationships, cultural associations, and self-expression. These three levels offer valuable insights for developing brand strategies and fostering closer, more profound consumer connections. Overall, this study significantly enhances the understanding of wine experiences by Generation Z in China and provides a conceptual framework for future management of wine brands. Practically, this study provides substantial implications for the wine sector. It will give companies insights into Generation Z's experiences and preferences, allowing them to develop and offer wine products that better align with these needs. By examining Generation Z's brand engagement patterns, wine brands can also refine their marketing strategies and utilize social media and digital platforms to foster more effective relationships with consumers. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 8710.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.26 MB | Adobe PDF | View/Open |
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