Fountain, Joanna; Fish, Nicola; Charters, Steve - In: International Journal of Wine Business Research 20 (2008) 1, pp. 8-21
Purpose – There is growing research on the value of winery tasting rooms/cellar doors as an avenue for relationship building with consumers resulting in greater brand loyalty. This paper aims to examine the role of tasting rooms in this regard in an Australasian context....
