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 equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumer preference. For comparative purposes, a longitudinal study is conducted on the high involvement soft...

Purpose – The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order to achieve a price premium. Design/methodology/approach – The study is based on a quantitative survey...

Purpose – The purpose of this study is to explore the effects of brand's country‐of‐origin image on the formation of brand equity. Design/methodology/approach – To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and...

As the European Union issues Directives to standardize measures taken by individual member states to reduce environmental waste in the process of packaging, examines the marketing of branded spirits in European duty‐free situations in order to determine whether consumers face a conflict...

Proposes a model that combines the proactive and reactive nature of brand management. It is called the logical brand management model, abbreviated to the LOGMAN model. More specifically it combines insights from: Kaplan and Norton's balanced scorecard method; BCG's brand value creation method; the...

Purpose – The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable...

Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases. Design/methodology/approach – The paper uses structural equation...

Purpose – This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary...

Purpose – The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach – A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery...