..., translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Marketing strategy United States...

...Giulia Maesano; Alessandra Castellini; Roberta Spadoni Purpose In the agri-food sector, a winery website remains an essential digital tool for marketing strategies and customer engagement. This study aims to analyse the communication strategies adopted by Etna DOC wineries on their websites...

... devices, where they access utility (such as banks) and leisure applications (such as social networks) (Cetic, 2021). Stage model Wine industry Website evaluation SMEs Marketing strategy Digital media Mobile Over the past 10 years, other models have been built, and studies have...

... 2017 13 03 2018 24 04 2018 24 04 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Marketing Customer loyalty Marketing strategy Wines Consumer behaviour Marketing models Consumer panel Duplication of purchase Empirical...

.... Findings Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base...

...Debbie Ellis; Albert Caruana Purpose What consumers know about a product affects many aspects of their behaviour and is particularly important for marketers to understand when it comes to developing marketing strategy. The purpose of this paper is to understand the components of consumer knowledge...

... of knowledge about wines and the related certifications. It is important that wineries and restaurants be able to understand these differences and devise specific marketing strategies for each audience (Barber et al., 2008). Managers of these establishments need to understand the importance...

... Marketing strategy Survey research France Regression Green issues Competitive strategy Another explanation for the phenomenon is the influence of drivers, such as institutions and associations at the macro level and customers and distributors at the micro level (Broome and Warner, 2008...

... History Interviews Marketing strategy Spain Qualitative Strategy International business Conceptual/theoretical Cava wines are Spanish sparkling wines with their own designation of origin (DO), which was approved in 1991 (Institute of Cava, 2015). A DO refers to a specific place, the name...

... for intensifying competitiveness on the market. Exploiting the growing popularity of the internet, which results from the rapid expansion of public access to this medium, numerous businesses have redefined their marketing strategies to establish their presence on the World Wide Web (Brychan et al., 2004...

... goods. Ian M. Taplin can be contacted at: taplin@wfu.edu 02 09 2015 06 11 2015 15 12 2015 16 12 2015 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Marketing strategy Qualitative Brand management USA...

... to segment the luxury wine market and to develop and deploy tailored wine marketing strategies to target each segment effectively. Originality/value This study is one of the first to investigate the relationship between consumer wine knowledge, aesthetics and ephemerality. It offers luxury wine marketers...

... categories (Gibbs et al., 2009). Marketing strategy Brand management Pricing Strategy Conceptual/theoretical Germany Regression Quality assessment German wine producers need to position themselves and to increase their profiles in a highly competitive market where consumers enjoy...

... of emotional value and used the cellar door experience, promotions and extended product range to build the symbolic properties of the brand. David Priilaid can be contacted at: david.priilaid@uct.ac.za © Emerald Group Publishing Limited 2016 Marketing Marketing strategy Packaging...

... of surprise as well as information, to a restaurant. Marketing strategy Customer satisfaction Competitive strategy Wines Psychometric/qualitative Survey research International business To understand the dynamics of on-premise wine trade, the study used a two-stage methodology: in-depth...

... formulate beliefs and attitudes about the firm and its products from the way it represents itself on its Web site” (p. 502). They suggest that “distinctive marketing strategies” used by wineries may be reflected in the types of information provided on the wineries’ Web sites. Using the logic of Madill...

... drinks Logit/Probit/Tobit Marketing strategy Alcoholic drinks industry Mid-Atlantic states Wine tasting Small family farms in the USA (annual sales of <$250,000; Hoppe and Banker, 2010) recognize the need to broaden offerings in an attempt to remain or become economically sustainable...

... to diversification from traditional agriculture. © Emerald Group Publishing Limited 2013 Marketing strategy Consumer behaviour USA Survey research Conceptual/theoretical Wines Tourism development Structural equation models Rural regions and communities seek ways in which to attract visitors...

... wine tourism‐related countries, such as New Zealand, France or Italy. Practical implications Wine tourism is a crucial element of both the tourism industry as well as the sector of viniculture. Wine tourism marketing strategies fail to meet the expectations of either the vintners or the tourists...

... and creative content. Wines Brands Social media Brand visibility Wine brands Chernoff faces Marketing strategy A sweet‐face man; a proper man, as one shall see in a summer's day (William Shakespeare, A Midsummer Night's Dream, 1.2). The first decade of the new millennium has...