Cacho-Elizondo, Silvia; Conway Dato-on, Mary; … - In: International Journal of Wine Business Research 33 (2020) 3, pp. 336-359
Purpose: This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach: Data were analyzed from...