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 --...

cover -- Guest editorial -- When perceived ability to influence plays a role: brand co-creation in Web 2.0 -- Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value -- Like is a verb: exploring tie strength and casual brand...

Purpose – The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity requires brand managers to downplay their overt...

Purpose – The purpose of this paper is to describe research which introduces attractiveness as a moderator of the relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing context. Design/methodology/approach – This...

Purpose – The goal of this paper is to examine how broadcaster brand images are affected by programming decisions. Design/methodology/approach – Two sets of experiments were undertaken with regular viewers/listeners of TV and radio stations. Subjects were presented with scenarios describing...

Purpose – This paper aims to offer an alternative explanation for asymmetric quality‐tier competition. Design/methodology/approach – A conceptual framework based on quality‐price tradeoff is used in the study to derive research hypotheses and scanner panel data are used for empirical...

Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design/methodology/approach – A study was carried out in six countries among different involvement groups. The study uses Hofstede's cultural dimensions and Aaker's brand personality...

Purpose – The purpose of this paper is to understand how companies can leverage brand image through brand extensions without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand breadth and extension‐brand fit....

Purpose – This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand preferences in the auto market, and the role of brand familiarity in moderating the relationship between brand image congruity and consumers' preferences....