Brand equity : defining, measuring and managing brand equity

Cover -- Guest editorial -- The impact of corporate social responsibility on brand equity: consumer responses to two types of fit -- Assessing brand equity in the luxury wine market by exploiting tastemaker scores -- A comparison of brand equity strength across consumer segments and markets -- Brand skill: linking brand functionality with consumer-based brand equity -- The contribution of a brand spokesperson's voice to consumer-based brand equity -- The asymmetric effect of portfolio and image abstractness -- Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference.