Purpose: This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach: The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with...

Purpose: This paper aims to investigate the extent to which wine tour-operating companies are successfully using their websites to communicate persuasive and meaningful differences to customers in their quest to clearly position their product offering. Design/methodology/approach: Text data are...

Purpose The purpose of this paper is to illustrate how brand personality and its dimensions can be applied to wine tourism, and how a content analysis of the text taken from a wine estate’s website can be used to derive a snapshot of how brand personality is communicated....

Purpose This paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an aesthetic and ontological framework. Design/methodology/approach Using recognized scales, consumers’ ontological...