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...

Purpose The purpose of this paper is to identify the main determinants of winegrowers’ profitability in Eastern Europe with the ultimate purpose to improve the wine industry competitiveness. Design/methodology/approach The research is focussed on the Moldova region (Romania), a little studied...

Purpose – This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from new inexperienced markets and from new generations. Design/methodology/approach – The reasoned action...

Purpose – This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country. Design/methodology/approach – The study applied the multinomial...