Purpose – The purpose of this paper is to explore how brand equity influences brand survival in the wine industry. Specifically, the aim is to investigate the influence of two key facets of brand equity (brand awareness and perceived quality) on brand survival. Design/methodology/approach –...

Purpose – The current study is an initial attempt to segment the wine market in an emerging region and examine local residents’ attitudes towards local wines. Design/methodology/approach – The study was conducted using data collected from US households through a telephone survey. Consumer...

Purpose – The purpose of this paper is to present a model for promoting professional sales in winery visitor centers, as well as the results of an exploratory study to test the model. Design/methodology/approach – A survey methodology was used to evaluate the sales behavior of winery...

Purpose – The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine. Specifically, the authors consider the role of environmental protection and hedonistic values and their impact on...

Purpose – The purpose of this paper is to compare and contrast wine sales in neighboring franchise law and non‐franchise law states in order to determine impact on wine price, consumer choice, consumer satisfaction, and stakeholder perception. Design/methodology/approach – The study used...

Purpose – The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery. Design/methodology/approach – A survey was developed to evaluate winery tasting room...

Purpose – The aim of this study is to analyse Millennial generation's preferences for wine attributes in two countries, one from the “New World” (USA) and the other from the “Old World” (Spain), in order to see whether they are different. Heterogeneity in attribute importance is...