Mass Masstige Index

Abstract

This work intends to obtain for the first time one mass masstige index for wine brands and analyze the importance of that index in the restaurants' communications. The authors used quantitative research, and information was obtained through a convenience sample of 196 masstige wine brands. The mass masstige index was obtained for a set of wine brands of several countries. The results show that the masstige wine brand index can benefit gastronomic restaurants by having masstige wine brands recognized as top-of-mind brands by tourists. This research fulfills a gap in the tourism literature applying for the first time the masstige theory in wine brands and obtaining a mass masstige index for a set of wine masstige brands. The provider of masstige wine brands in gastronomic restaurants must continue to bet on communication strategies with masstige wine brands as a way to create strong consumer-brand relationships.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 1 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.