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 use effects on brand attitudes and consumer online goal achievement …

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 …

implications – Love, the underlying thread that connects a family, can be used by brand managers to appeal to multiple family …

addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the … highlighted three important themes related to tattoos, sponsorships and brand perceptions: meaning of the tattoo itself, meaning … related to the brand and the tattoo and meaning related to the tattoo and athlete. Practical implications For practitioners …

Purpose – The purpose of this paper was to assess how adolescents' favorite apparel brand was related to congruency … between brand image and three components of self concept (actual, ideal, ideal social). Predictors of the brand‐self concept … congruency was found between adolescents' favorite apparel brand and their actual self concept followed by ideal social and ideal …

, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study … develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by … that there remains a connection to the brand's past. The data show that the logo chosen by consumers reflects their …