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 --...

Purpose – The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of...

Purpose – The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand. Design/methodology/approach – Retail brand equity is conceptualized as a four‐dimensional construct...

Purpose – The purpose of this paper is to examine whether retailer brand equity levels vary between department store and specialty clothing store categories. Design/methodology/approach – Retailer brand equity is conceptualized in this paper as a four‐dimensional construct comprising...

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit have received little consideration. In this study, a sponsor’s brand equity is evaluated as a facilitator of...