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 --...

Despite considerable interest in the topic of country equity, attempts at its measurement have been scarce. This research contributes to the literature by providing a consumer-based measure for country equity, and it improves country equity measurement by addressing some of the limitations...