Spielmann, Nathalie; Babin, Barry J.; Verghote, Caroline - In: International Journal of Wine Business Research 28 (2016) 3, pp. 228-245
Purpose This paper aims to propose a personality-based approach to measure Millennial consumers’ wine evaluations. Past personality-based measures (brand personality, country personality and product personality) each presents their own issues when it comes to measuring wine perceptions,...