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...

Purpose – This conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature, it has not previously been examined. Design/methodology/approach – The paper uses the example of wine to...