Bruwer, Johan; Huang, Jieshan - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 3, pp. 461-481
Purpose – The purpose of this exploratory study is to identify how consumers' involvement with wine as a product impacts upon their on‐premise behaviour, with special focus on the BYOB (bring‐your‐own‐bottle) behaviour aspect. Design/methodology/approach – Data are collected through...