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Price is a core component of both wine firms' and consumers' decision-making and so there has been a lot of analysis of … the determinants of wine price. Most of the research has used the hedonic price function and assumed that the wine market … segments, niche and mass market, respectively. We conclude that the wine market is heterogeneous, and the importance of the …
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the price level of the wine and the style of the corporate storytelling. Originality/value: There has been a strong … images generate little differentiation among wine brands, while they all claim that they are unique. …
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