Purpose: This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies. Design/methodology/approach: Chianti, Chianti Classico and Brunello di Montalcino wine clusters (located in...

Purpose: The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the...