Dressler, Marc; Paunovic, Ivan - In: Journal of Open Innovation: Technology, Market, and … 7 (2021) 2, pp. 1-21
online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into … communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation. …