Extends the diffusion of innovations paradigm to today’s pluralistic marketplace by introducing the concept of multiple diffusion, whereby an innovation diffuses in multiple sub‐social systems, each with a distinct pattern of adoption, that together comprise the aggregate diffusion pattern...

The purpose of this paper is to investigate the influence of regional images of Italy on the purchase probability of wine. Instead of regarding country image as a homogeneous national construct, this article focuses on revealing regional differences in Italian country image and investigating...