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Cues of wine authenticity and “Guanxi” marketing. A study of the perception of the rioja wine brand in Taiwan

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Cues of wine authenticity and “Guanxi” marketing. A study of the perception of the rioja wine brand in Taiwan

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Fernández Hernández, R. (2016). CUES OF WINE AUTHENTICITY AND “GUANXI” MARKETING. A STUDY OF THE PERCEPTION OF THE RIOJA WINE BRAND IN TAIWAN. http://hdl.handle.net/10251/74769.

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Title: Cues of wine authenticity and “Guanxi” marketing. A study of the perception of the rioja wine brand in Taiwan
Secondary Title: 葡萄酒的純正和關係市場學 台灣Rioja 葡萄酒品牌的觀感研究
Author:
Director(s): Marín Sánchez, María del Mar Kao, Faye J.
UPV Unit: Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses
Read date / Event date:
2016-10-26
Issued date:
Abstract:
[EN] The use of authenticity in branding and strategic marketing has long been recognized as a valuable source in academic literature. However, some researchers also see the concept of authenticity as a connection point ...[+]
Subjects: Rioja , Cues of authenticity , Guanxi , Spanish wine , Wine , Taiwan
Copyrigths: Reserva de todos los derechos
degree: Licenciatura en Administración y Dirección de Empresas-Llicenciatura en Administració i Direcció d'Empreses
Type: Proyecto/Trabajo fin de carrera/grado

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