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 – In an environment that is hyper-dynamic and faced with economic turmoil, it is crucial that organizations identify innovative competitive strategy. Using principles from Clayton Christensen ' s The Innovator ' s Dilemma , KVH Industries embarked upon a strategic market planning...

Purpose – The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two multi-national companies from the perspective of the marketing team. The discrepant views between...

Provides an example of a firm’s use of distinguishing product attributes to engineer and nurture strong consumer‐brand relationships. Ty Inc., manufacturer of the popular Beanie Babies brand, has effectively engineered the brand to incorporate attributes of nostalgic value, personification,...

Examines the phenomenon of online auctions. Begins by developing a theoretical base for understanding how online and in‐person auctions should differ in terms of consumer risk. Online auctions with seller reserve prices are compared to in‐person auctions without seller reserve prices using...

Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health issues (e.g. breast cancer awareness crusade). As such alliances become a more important strategic component of the...

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture...

Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas...

The main purpose of this article is to get a better understanding of the child’s cents‐off sensitivity and his brand sensitivity in influence situations. This study, carried out on 702 parents and 702 children, underlines the important influence of the child’s product involvement on his...

Today’s consumers are becoming increasingly exposed to foreign markets through travel or via the Internet. They are facing new challenges in these less familiar shopping environments. One such challenge is the comparison of prices in a foreign currency. This issue is addressed by examining how...