...Ágoston Temesi; Zoltán Lakner; Brigitta Unger-Plasek Purpose This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they influence customer purchasing behavior regarding alcohol...

...Silvia Cacho-Elizondo; Mary Conway Dato-on; Tracy Harmon-Kizer Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand...

.... Design/methodology/approach The authors perform an econometric analysis applying the nested logit methodology that will enable us to estimate cross elasticities in wine segments in the Argentine market. The database contains 1,367 brands and a maximum of 395 firms offering products of different segments...

...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...

...Virginia Aparecida Castro; Janaina de Moura Engracia Giraldi Purpose The purpose of this paper is to investigate if shared brands provide sustainable competitive advantage according to an adapted valuable, rare, imitability/replaceability and organization (VRIO) model to the Brazilian wine sector...

...Sussie C. Morrish; Leyland Pitt; Joseph Vella; Elsamari Botha Purpose The purpose of this paper is to illustrate how brand personality and its dimensions can be applied to wine tourism, and how a content analysis of the text taken from a wine estate’s website can be used to derive a snapshot...

...Ana Brochado; Rui Vinhas da Silva; Peter LaPlaca Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory...

... of those who tweet. Practical implications The use of social media within wine businesses is in its infancy. Wine focused businesses are currently not optimising value creation through Twitter. Whilst Twitter does exhibit value, wine marketers, wine brands and wine retailers are not engaging...

...Mana Farshid; Anthony Chan; Deon Nel Purpose The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has the potential to spread rapidly over social networks and the implications...

...Scott Sherman; Tracy Tuten Purpose The choice facing a wine consumer is one of dizzying options with thousands of wine brands available. Packaging and labeling are among those cues consumers use when choosing wines. The purpose of this paper is to better understand the influence of two labeling...

...Alessandra Zamparini; Francesco Lurati; Laura G. Illia Purpose The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino...

..., a relationship does not coexist with the importance of wine region as an aid or attribute for consumers when purchasing wine. Originality/value Wine marketing strategies in Australia are beginning to incorporate a complementary product brand relationship with region of origin and the use of regional branding...

...Karin Alant; Johan Bruwer Purpose The purpose of this paper is to discern the intra‐regional visitation patterns of wine tourists. Exploratory research was conducted in two branded wine regions, to conceptualise the spatial movement of wine tourists in a theoretical construct. Design...

... Director of Casella Wines, among others, and covers various areas of the business, for example, foundation building, core enhancement strategy, product/market strategy, hiring policy, and brand building. Findings For Casella, real success is measured in terms of how proud the family is to make...

... and involvement level) and conditions under which the relative importance of region of origin varies. To know whether Australian wine producers should move towards a regional branding strategy for both domestic sales and exported wine the question of the importance of region of origin in consumers' wine‐buying...

...Sarah Geraghty; Ann M. Torres Purpose The Irish wine market has experienced unprecedented growth in the last 15 years; drivers of growth include increased affordability and accessibility of wine and improved branding. The purpose of this paper is to examine how the Irish wine market may...

...Eli Cohen; Steve Goodman; Hervé Remaud; Larry Lockshin Purpose The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features that characterize a wine region is critical when...

...James B. Wilcox; Debbie A. Laverie; Natalia Kolyesnikova; Dale F. Duhan; Tim H. Dodd Purpose The purpose of this paper is to explore how brand equity influences brand survival in the wine industry. Specifically, the aim is to investigate the influence of two key facets of brand equity (brand...

...Warren Pike; T.C. Melewar Purpose Independent French wine producers are faced with excessive costs and a declining image of quality compared with their New World competitors. A confusing offer and weak brand identities also make their often poorly marketed products less attractive at the point...

...Ian Wilson; Yuelu Huang In international marketing the search for suitable brand names is complicated by a number of issues. One of these is the decision as to whether to standardize, localize, or use some form of intermediate adapted strategy. In the case of the PR China, the situation is more...