Nowak, Linda; Thach, Liz; Olsen, Janeen E. - In: Journal of Product & Brand Management 15 (2006) 5, pp. 316-323
Purpose – The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery. Design/methodology/approach – A survey was developed to evaluate winery tasting room...