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,...

In today’s increasingly competitive environment, it is important to measure the service firm’s performance in the areas which contribute most significantly to the client’s overall satisfaction. Previous research indicates that marketing research clients are concerned with a research...

Purpose: The purpose of this study is to investigate the range of explanations for why wine club members defect and move on. Design/methodology/approach: This quantitative research study uses data from US wine consumers, gathered through an online survey of 399 former wine club members who had...

Purpose – The purpose of this study is to examine the attitudes of Millennial wine consumers and determine if positive evaluations of the winery's web site lead to increased trust in the winery and perceptions of product quality, higher levels of brand equity, and increased purchase...

Purpose – The purpose of this research is to determine if positive affect, in combination with product quality, fair pricing, and customer‐focused operations leads to higher levels of customer satisfaction and repurchase intentions. Design/methodology/approach – A total of 89 undergraduate...

Reports how, in an effort to improve research quality, save time and decrease total costs, many businesses have been turning from discrete, arm’s‐length, transactional relationships with a multitude of research suppliers towards long‐term, collaborative relationships with just a few...

Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health issues (e.g. breast cancer awareness crusade). As such alliances become a more important strategic component of the...

Recent marketing literature pays particular attention to customer value because of the potential impact on customer behavior and, ultimately, firm performance. Whereas some studies conceptualize customer value in a unidimensional manner, more recent approaches take a multidimensional approach,...

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the...