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 Consumer perceptions and motivation for luxury consumption are extensively investigated in the existing literature, although studies have largely focused on branded products with not much attention given to luxury wine. The wine category is distinctive, and luxury wine consumption is...