Sustainability marketing research on collective consumption practices has often examined on-site actions, leaving aside online activity within brand communities. This study focuses on the online practices of communities to explain on-site sustainable practices. Online communities, which address...

Marketers and consumers alike are experiencing immense changes in the way entertainment is conceived, consumed, produced, distributed, and marketed as a result of intensifying socio-cultural, technologic, and economic convergence (Jenkins 2006, Dena 2004). Transmedia storytelling, aesthetic and...

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were...

Winescape is a central concept in wine tourism studies but is still under-researched, especially when package tours are concerned. This study has a two-fold objective: 1) to identify the winescape attributes of an emergent wine destination (Bulgaria) as perceived by organized wine tourists and...