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Do Blockchain-Based Innovative Solutions Improve Wine Brand Loyalty? A Case Study of a Winery in Mendoza, Argentina

In: Agribusiness Innovation and Contextual Evolution, Volume II

Author

Listed:
  • Antonino Galati

    (University of Palermo)

  • Nino Adamashvili

    (University of Foggia)

  • Parisa Sabbagh

    (University of Palermo)

  • Mariantonietta Fiore

    (University of Foggia)

Abstract

This chapter aims to explore the role of blockchain-based innovative solutions in improving brand loyalty in the wine industry through an effective and secure system of management of customers’ relationships. The study is based on theoretical and secondary data, injected with and supported by five interviews carried out in a case study of a winery operating in Mendoza, Argentina. Findings reveal that the adoption of blockchain technology contributes to enhancing transparency and traceability in the wine supply chain and establishing trust and authenticity, thereby fostering customer loyalty. Brand loyalty is further strengthened through the adoption of wine-backed NFTs providing attractive values to consumers. The carried out study underlines the enormous potential of the BCT not only to ensure greater transparency along the supply chain but also in the field of marketing to gain visibility and feedback from customers and potential customers.

Suggested Citation

  • Antonino Galati & Nino Adamashvili & Parisa Sabbagh & Mariantonietta Fiore, 2024. "Do Blockchain-Based Innovative Solutions Improve Wine Brand Loyalty? A Case Study of a Winery in Mendoza, Argentina," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Antonino Galati & Demetris Vrontis & Alkis Thrassou & Mariantonietta Fiore (ed.), Agribusiness Innovation and Contextual Evolution, Volume II, chapter 10, pages 235-257, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-031-45742-5_10
    DOI: 10.1007/978-3-031-45742-5_10
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