An exploratory study of the online engagement with the Generation Y and its management on Facebook by the luxury wine brands of the Rhône Valley.
The luxury industry has changed with regard to luxury wine brands. Before they were focused on employing the traditional marketing communications in order to build their brand image with some adjectives such as "tradition", "savoir-faire" and “terroir”, but now with the power of...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2015
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| Online Access: | https://eprints.nottingham.ac.uk/30087/ |