The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public...

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Detalles Bibliográficos
Autores principales: Gómez-Rico, Mar, Molina-Collado, Arturo, Santos-Vijande, María Leticia, Molina-Collado, María Victoria, Imhoff, Brian
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2022
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8740867/
https://www.ncbi.nlm.nih.gov/pubmed/35035183
http://dx.doi.org/10.1007/s12144-021-02656-w

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8740867/
https://www.ncbi.nlm.nih.gov/pubmed/35035183
http://dx.doi.org/10.1007/s12144-021-02656-w

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