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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Table of contents:
Volume 12 issue 4

Published: 1995, Start page: p5

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Articles
Article Id: Article Information:
856209 The relationship of reputation and credibility to brand success
Paul Herbig, John Milewicz (pp. 5 - 10)
Keywords: Brand identity, Brand image, Brand loyalty, Marketing, Product management
Article type: Technical paper
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856210 Measuring customer-based brand equity
Walfried Lassar, Banwari Mittal, Arun Sharma (pp. 11 - 19)
Keywords: Brand equity, Brand loyalty, Brand valuation, Consumer goods, Consumer marketing
Article type: Literature review
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856211 The future of consumer branding as seen from the picture today
Betsy V. Boze, Charles R. Patton (pp. 20 - 41)
Keywords: Brands, Consumer marketing, Field research, Global marketing, Multinationals
Article type: Research paper
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856212 Brand name strategies in the service sector
L. W. Turley, Patrick A. Moore (pp. 42 - 50)
Keywords: Brand names, Consumer behaviour, Services marketing
Article type: Research paper
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856213 Understanding brand equity for successful brand extension
Dennis A. Pitta, Lea Prevel Katsanis (pp. 51 - 64)
Keywords: Brand equity, Brand extensions, Brand image, Consumer behaviour, Consumer marketing
Article type: General review
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856214 A vision for the year 2000: brand asset management
Scott Davis (pp. 65 - 82)
Keywords: Assets management, Brands, Consumer marketing, Product management
Article type: Research paper
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