Journal of Product & Brand Management Wowing the millennials: creating brand equity in the wine industry Linda Nowak, Liz Thach, Janeen E. Olsen, Article information: To cite this document: Linda Nowak, Liz Thach, Janeen E. Olsen, (2006) "Wowing the millennials: creating brand equity in the wine industry", Journal of Product & Brand Management, Vol. 15 Issue: 5, pp.316-323, https://doi.org/10.1108/10610420610685712 Permanent link to this document: https://doi.org/10.1108/10610420610685712 Downloaded on: 12 October 2017, At: 10:26 (PT) References: this document contains references to 44 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 4765 times since 2006* Users who downloaded this article also downloaded: (2012),"A life-stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers", Journal of Consumer Marketing, Vol. 29 Iss 2 pp. 103-113 <a href="https://doi.org/10.1108/07363761211206357">https:// doi.org/10.1108/07363761211206357</a> (2012),"Longitudinal study of digital marketing strategies targeting Millennials", Journal of Consumer Marketing, Vol. 29 Iss 2 pp. 86-92 <a href="https://doi.org/10.1108/07363761211206339">https://doi.org/10.1108/07363761211206339</a> Access to this document was granted through an Emerald subscription provided by emerald-srm:414325 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 j ournals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download. Downloaded by Universidad de Monterrey At 10:26 12 October 2017 (PT)