TY  - JOUR
AB  - The purpose of this study was to ascertain the existence and strength of the relationship between proactive environmental policies and brand equity for the winery. Results of this study suggest that consumer perceptions about product quality, consumer trust, consumer perceptions about pricing, and positive expectations for the consequences of the winery's actions undertaking the pro‐environmental policies, all have strong, positive relationships with the winery's brand equity. Trust in the winery and brand equity for the winery increased significantly when the winery in this study adopted proactive environmental business policies.
VL  - 14
IS  - 3
SN  - 0954-7541
DO  - 10.1108/eb008743
UR  - https://doi.org/10.1108/eb008743
AU  - Nowak Linda I.
AU  - Washburn Judith H.
PY  - 2002
Y1  - 2002/01/01
TI  - Building Brand Equity: Consumer Reactions to Proactive Environmental Policies by the Winery
T2  - International Journal of Wine Marketing
PB  - MCB UP Ltd
SP  - 5
EP  - 19
Y2  - 2024/04/25
ER  -