...Isabel M. Santos; Pedro Bem-Haja; Diana Cunha; André Silva; Elisabeth Kastenholz Purpose Increasing competition within wine tourism calls for more effective market communication, with appealing advertising content to attract potential winery visitors. Given the limitations of self-report data...

...Ricardo Sellers-Rubio Purpose The purpose of this paper is to estimate advertising efficiency in the Spanish beer industry and to analyse the effects of several environmental variables and brand portfolio scope on advertising efficiency scores. Design/methodology/approach A two-stage double...

... France Conceptual/Theoretical Wines Psychometric/Qualitative Advertising Pricing Brand management Burgundy Luxury Marketing Wine as a luxury product can be traced back to the ancient Egyptians, who began producing it around 2600 BC for the social elite (McGovern, 2013 ; Charters , 2006a...

...J.D. Pratten Purpose The purpose of this paper is to look at the changing relationship between brewers and pub owners. The paper considers the acquisition of British public houses by brewers and the introduction of national brands supported by advertising. The recent separation of brewing from pub...

... liked the ad with sex appeal more than other ads. anticipated more pleasure from the wine advertised with sex appeal, and were willing to pay the most amount of money for that wine. Compared to men, women recalled more of the ads' central claims. These results are discussed in terms...