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Journal Articles
International Journal of Wine Business Research (2018) 30 (4): 374–393.
Published: 19 November 2018
...Matteo Devigili; Tommaso Pucci; Lorenzo Zanni Purpose This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies. Design/methodology/approach Chianti, Chianti Classico and Brunello di...
