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When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding

When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding

Lisa Ferraz, Helena Nobre, Belém Barbosa
Copyright: © 2021 |Pages: 15
ISBN13: 9781799869856|ISBN10: 1799869857|EISBN13: 9781799869863
DOI: 10.4018/978-1-7998-6985-6.ch017
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MLA

Ferraz, Lisa, et al. "When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding." Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry, edited by Valentina Chkoniya, IGI Global, 2021, pp. 366-380. https://doi.org/10.4018/978-1-7998-6985-6.ch017

APA

Ferraz, L., Nobre, H., & Barbosa, B. (2021). When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding. In V. Chkoniya (Ed.), Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry (pp. 366-380). IGI Global. https://doi.org/10.4018/978-1-7998-6985-6.ch017

Chicago

Ferraz, Lisa, Helena Nobre, and Belém Barbosa. "When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding." In Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry, edited by Valentina Chkoniya, 366-380. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-6985-6.ch017

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Abstract

Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners.

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