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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...
| Autores principales: | , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2022
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| Materias: | |
| 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 |