...Giuseppe Festa; Monica Fait; Jens Mueller; Manlio Del Giudice; Amedeo Maizza Purpose This research aims to identify the main international marketing opportunities for rosé wines, in terms of Blue Ocean and Red Ocean Strategies, given the increasing relevance of this segment of the wine market...

... Limited 2025 Emerald Publishing Limited Licensed re-use rights only Wine marketing Sales promotions Discounts Perceived quality Prestige Wine consumers Price sensitivity plays a particularly strong role in the wine category. Several researchers, including Koewn and Casey (1995...

...Eva Reinares-Lara; Jorge Pelegrín-Borondo; Cristina Olarte-Pascual; Gwenaelle Oruezabala Purpose Wine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the wine market...

... on the examination of wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on wine involvement in a Middle Eastern country, Lebanon. Lebanese wine consumers Wine marketing Consumer behaviour Wine involvement Wine drinking motivations Wine...

...Klaus-Peter Wiedmann; Stefan Behrens; Christiane Klarmann; Nadine Hennigs Purpose – A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived...

...) is an overall rating or a purchase decision or an adoption decision. The basic model in a conjoint analysis is (Manly, 1995): Equation 1 where: © Emerald Group Publishing Limited 2012 Conjoint analysis Wine market Wine marketing Food and drink Alcoholic drinks Wines Organic foods Consumers...