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 similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.
Highlights
Wine tourism is a young industry that is rapidly growing and one that represents a significant commercial and financial interest for wineries
The aim of this paper is to analyze the novel instruments of brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries
The results indicate that brand communication has a positive and significant influence on brand preference; H1 is supported (β = 0.257, p < 0.01, t = 2.940)
Summary
Wine tourism is a young industry that is rapidly growing and one that represents a significant commercial and financial interest for wineries. Wineries utilize many mechanisms to attract potential consumers and to increase in-person visits, some of these mechanisms are changing. It is crucial to understand the factors underlying visits to wineries (Byrd et al, 2016; Gu et al, 2020), especially since they have decreased significantly due to the COVID-19 pandemic (Wittwer, 2020). The factors underlying visits to wineries addresses a primary gap in the literature that the current research seeks to fill by applying a branding model involving a core wine product. When the consumer prefers a particular brand of wine, the probability of that consumer visiting the winery where it is produced increases (Gómez et al, 2015). One should consider how the interface between consumers and wineries can be improved to meet or increase consumers’ brand preferences. Sales of core products like wine can be increased by improving key elements,
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
