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 …

authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity … requires brand managers to downplay their overt marketing prowess and instead locate their brands within communities and sub … implications – Brand managers must open up their brands to members of a community, downplay their overt marketing prowess, and …

relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing … personality of a test brand and perceptions regarding the quality of the test brand as a relationship partner, and the moderating … effects of the test brand's perceived attractiveness. The research is based upon a survey of 142 graduate and undergraduate …

Purpose – The goal of this paper is to examine how broadcaster brand images are affected by programming decisions … – Results show that perceptions of program brand success (failure) have an enhancement (dilution) effect on broadcaster brand … image. Program familiarity intensifies these effects. Results also show that congruity (incongruity) of program brand image …

Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design … dimensions and Aaker's brand personality dimensions to see if brand perceptions of a product are similar among all six countries …. Findings – This study provides clear evidence that a same brand is perceived differently in different cultures in spite of its …

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. Design/methodology/approach – Data were obtained from 599 individuals who took part in an …

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 … congruity, the results revealed that symbolic image congruity had a negative impact on Chinese consumers' brand preference when …

Purpose This research distinguishes between abstract brand concepts built through the development of diverse product … investigates the joint effect of the two types of brand abstractness on building brand equity. Design/methodology/approach The … participant panel. Findings Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio …