Experiential Marketing and Long-Term Sales [Summary]
Cuellar, S. S.
Eyler, R. C.
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This study investigates the ability of winery tasting rooms to create brand awareness and build long-term brand loyalty. Specifically, we test the conjecture that if tasting rooms create brand awareness and a pleasurable tasting room experience, then those visitors are more likely to recognize and seek out those brands once they leave the tasting room.