Experiential Marketing and Long-Term Sales [Summary]

TR Number
Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
Virginia Tech
Abstract

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.

Description
Keywords
Pooled cross section time series analysis, quasi-experiments, brand effects, Tasting, sales
Citation