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A Means-End Analysis of the Motivations of Young Wine Consumers for the Elaboration of Communication Strategies

Leonardo Casini · Silvio Menghini · Nicola Marinelli · Sara Fabbrizzi

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The paper aims at analysing the motivations of young consumers of wine and alcoholic beverages in order to supply information for the definition of private and social marketing strategies.

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