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Reading between the vines: analyzing the readability of consumer brand wine web sites
Beedie School of Business Simon Fraser University, Vancouver.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2012 (English)In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 24, no 3, p. 169-182Article in journal (Refereed) Published
Abstract [en]

Many audiences might view wine brand web sites as complex or unapproachable. Wine drinking is no longer a pastime of the affluent and elite; rather, it is increasingly popular among younger consumer groups and those from broader socio-economic backgrounds. In order to communicate effectively with newer consumer demographics, wine brand web sites must first and foremost be understandable and readable. The purpose of this paper is to investigate this issue, aiming to answer the question of whether the web sites of popular wine brands are readable or not. Design/methodology/approach – To investigate the readability of consumer brand wine web sites, web site copy from the 20 most popular wine brands in the USA was calculated across multiple readability indices employing content analysis. Findings – The findings suggest that, while certain target demographics may be assumed by grouping wine brand web sites based on readability measures, there are marked differences in readability across wine web sites of a similar nature that only serves to reinforce consumer confusion, rather than help remove it. Originality/value – There is scant literature on readability in the wine business literature in general, and with regard to the readability of wine web sites in particular. The research highlights the need for those who communicate with a broad audience of wine consumers to give attention to web site content, and readability in particular. This is for two reasons: less sophisticated consumers will not respond to wine marketing messages they cannot understand, and more sophisticated wine drinkers will react more positively to messages that are clear and well-written. Readability is equally important for these more sophisticated consumers.

Place, publisher, year, edition, pages
2012. Vol. 24, no 3, p. 169-182
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-4497DOI: 10.1108/17511061211259170Scopus ID: 2-s2.0-84986084395Local ID: 26f926d7-db0c-47f1-a821-596cae03fba7OAI: oai:DiVA.org:ltu-4497DiVA, id: diva2:977371
Note
Validerad; 2012; 20120813 (ysko)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Pitt, LeylandSattari, Setayesh

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