Capitello, Roberta; Agnoli, Lara; Begalli, Diego; … - In: EuroMed Journal of Business 9 (2014) 2, pp. 129-148
Purpose – The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand...