Contents
Abstracts and Keywords

Editorial

Building Brand Equity: Consumer Reactions to Proactive Environmental Policies by the Winery
by Linda I. Nowak and Judith H. Washburn

French Nuclear Testings and Consumption of French Wine in Denmark
by Jan Bentzen and Valdemar Smith

Building Strong Brands Through the Management of Integrated Marketing Communications
by Mike Reid

Unlocking the Asian Wine Market: An Exploratory Study
by Michael Beverland

Utilisation of the World Wide Web by Wine Producerse
by Oliver Richardson

Research Note Targeting the Un-Experienced and the Convenience Shopper
by Ulrich Orth