Building consumer cultural capital in the premium wine domain in China through tourism
Getting novice consumers of premium wine, in new markets, to consider brands outside of the most recognised, dominant wine regions is a challenge for premium wine marketers. This is particularly the case for premium Australian wine brands competing in the China market where French wines dominate (Co...
| Main Authors: | , , |
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| Format: | Book Chapter |
| Published: |
Routledge
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/67048 |