Orth, Ulrich R.; McGarry Wolf, Marianne; Dodd, Tim H. - In: Journal of Product & Brand Management 14 (2005) 2, pp. 88-97
Purpose – The purpose of the study is to identify dimensions of wine equity in terms of benefits sought by consumers in wine. Design/methodology/approach – This study examines dimensions of wine region equity, measured in terms of benefits sought by consumers in wine. A survey was conducted...