The current study focuses on whether or not customer expertise influences the relationship between brand love of wine and satisfaction, brand image, worth-of-mouth, and loyalty. Findings suggest that wine consumers satisfied with their preferred wine brand and conscious of a good brand image are more likely to love wine, buy it, and encourage others to buy and give advice. As a result, when developing, labeling, and managing a wine brand, wine managers should focus on positive emotions toward the wine, planning for favorable experience with the wine, and creating an image of trustworthiness.

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brand image; brand love; loyalty; satisfaction; wine; word-of-mouth

• Economia e Gestão - Ciências Sociais