Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21
This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well …