Purpose: This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting...

Purpose – The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media. Design/methodology/approach – The paper uses data from howsociable.com to portray similar luxury wine brands in multi‐dimensional space....

Purpose – The purpose of this paper is to address the issues of luxury gift giving and the giving of luxury wines as gifts from a conceptual perspective. Design/methodology/approach – The article considers the OA (aesthetic and ontology) model as proposed by Berthon et al. that permits the...