Building Brand Equity: Consumer Reactions to Proactive Environmental Policies by the Winery

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 p...

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Bibliographic Details
Published in:International journal of wine business research 2002-03, Vol.14 (3), p.5-19
Main Authors: Nowak, Linda I, Washburn, Judith H
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Brand Equity
Brand loyalty
Consumer attitudes
Consumer Behavior
Consumers
Consumption
Decision making
Energy conservation
Environmental management
Environmental Policies
Environmental policy
Influence
Market strategy
Marketing
Perceptions
Product quality
Reputations
Research & development expenditures
Social norms
Social responsibility
Studies
Wineries
Wineries & vineyards
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Summary: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.
ISSN:0954-7541
1751-1062
1758-6747
1751-1070
DOI:10.1108/eb008743