Managers are interested in how to develop relationship with customers due to importance of social media based brand … communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i ….e. customer brand engagement, focusing on expanded domain of relationship building. In this study we have provided insights about …

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …