This paper examines relationships between experience and behavioral loyalty in the wine sector drawing on 618 Greek and French respondents. Being a member of a group provides a sense of belonging that increases behavioral loyalty. Implementing communities and advertising them via a social media communication program may build behavioral loyalty.

• Androniki Kavoura(Technological Educational Institute Athens)
• Jean-Eric Pelet(University of Nantes)
• Sharyn Rundle-Thiele(Griffith Business School, Griffith University)
• Benoît Lecat(Burgundy School of Business)