Reading between the vines: analyzing the readability of consumer brand wine web sites

摘要: Purpose – Many audiences might view wine brand web sites as complex or unapproachable. Wine drinking is no longer a pastime of the affluent and elite; rather, it increasingly popular among younger consumer groups those from broader socio‐economic backgrounds. In order to communicate effectively with newer demographics, must first foremost be understandable readable. The purpose this paper investigate issue, aiming answer question whether brands are readable not.Design/methodology/approach To readability sites, site copy 20 most in USA was calculated across multiple indices employing content analysis.Findings findings suggest that, while certain target demographics may assumed by grouping based on measures, there marked differences ...