...Andrzej Szymkowiak; Marcin Adam Antoniak Purpose This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT...

...Cristina Calvo-Porral; Sergio Rivaroli; Javier Orosa-Gonzalez Purpose Much of the innovation in the beer sector has focussed on flavour, resulting in a proliferation of flavoured beers. In this paper, the understanding of consumers’ flavour preferences is a relevant question for the beer industry...

...P.G. Quester; J. Smart While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behaviour has been limited. In particular, little is known of the wine consumer characteristics likely to influence their degree of product involvement...

... into a successful brand. This research assesses the value of branding to the public house industry by looking at consumer awareness, attitudes and behaviours, geographical constraints, the pub product itself, operating issues and communicating brand values to customers. The paper concludes that it is possible...