Purpose Both Hungary and Germany belong to the old-world wine-producing countries and
have long winemaking traditions. This paper aims at exploring and comparing online …

This study set out to uncover brand positioning configurations by presenting state-of-the-art
brand management literature and applying a novel, mixed-methods approach to examine …

Climate change is having complex impacts on agriculture worldwide, including viticultural
systems in mountainous areas such as the canton of Ticino in southern Switzerland. Here …

Purpose This paper aims to propose a personality-based approach to measure Millennial
consumers' wine evaluations. Past personality-based measures (brand personality, country …

Purpose The purpose of this paper is to examine the effects of the product-specific region-of-
origin (ROO) and product-specific country-of-origin (COO) on the willingness to pay a …

Purpose–The aim of this paper is to emphasize the role of the place of origin in overcoming
the information asymmetries that characterize in particular “experience” and “credence” …

Purpose–This paper presents the results of exploratory research aimed at understanding
how firms operating in regional clusters use the clusters' collective identity in their external …

Purpose Identity is often used in wine territory narratives but its meaning is rarely explored
with industry actors. This paper aims to present the development and application of a four …

The objective of this article is to understand the process of construction and operation of
sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering …

The digital literacy that has developed in recent decades has resulted in internet playing an
important role in the communication of wineries. Business websites, initially used as an …