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Keywords: Wine brands
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Journal Articles
Understanding masstige wine brands’ potential for consumer-brand relationships
Available to Purchase
Journal:
European Business Review
European Business Review (2024) 36 (6): 918–944.
Published: 10 April 2024
... theory and applied masstige theory to wine brands for the first time. These three distinctive aspects collectively contribute to the novelty and significance of the research, opening up exciting possibilities for future investigations and providing a valuable contribution to the academic community...
