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Boozing or branding? Measuring the effects of free wine tastings at wine shops

Abstract Purpose – The purpose of this paper is to focus on both the sales effects of free wine tastings and the effects on attitudes towards future purchases four weeks after the tastings. Design/methodology/approach – Store scanner data for the four weeks before and after each of ten wine tastings are used to measure the effect tastings had on sales. A total of 170 consumers, who attende…

Edisi: International Journal of Wine Business Research
ISBN/ISSN: -
Deskripsi Fisik: 15 halaman
Judul Seri: Boozing or branding? Measuring the effects of free wine tastings at wine shops
No. Panggil: ATC PO LAR a

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