Volume 16 number 2
Branding strategy and consumer high-technology product
Danilo Hamann, Robert L. Williams Jr, Maktoba Omar
Volume 16 number 3
Family as a source of consumer-based brand equity
R. Bravo Gil, E. Fraj Andr
Volume 16 number 1
Does image of country-of-origin matter to brand equity?
Norjaya Mohd Yasin, Mohd Nasser Noor, Osman Mohamad
Volume 16 number 5
How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations
Cochen Wu, Yung-Chien Yen