The role of novel instruments of brand communication and brand image in building consumers' brand preference and intention to visit wineries.

ABSTRACT: This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers' intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have s

SUBMITTER: Gomez-Rico M 

PROVIDER: S-EPMC8740867 | biostudies-literature | 2022 Jan

REPOSITORIES: biostudies-literature