Journal of Product & Brand Management: Volume 26 Issue 5

Guest editorial

Ravi Pappu, George Christodoulides

The impact of corporate social responsibility on brand equity: consumer responses to two types of fit

Francisco Guzmán, Donna Davis

A significant stream of research investigates the influence of corporate social responsibility (CSR) initiatives on firm performance and consumer response to CSR programs…

Assessing brand equity in the luxury wine market by exploiting tastemaker scores

Amanda J. Blair, Christina Atanasova, Leyland Pitt, Anthony Chan, Åsa Wallstrom

Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly…

A comparison of brand equity strength across consumer segments and markets

Lara Stocchi, Rachel Fuller

This paper aims to compare brand equity strength, i.e. the extent to which brand awareness and brand image contribute to purchase propensity, for different segments of consumers…

Brand awareness: revisiting an old metric for a new world

Jenni Romaniuk, Samuel Wight, Margaret Faulkner

Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management.

Brand skill: linking brand functionality with consumer-based brand equity

Mayoor Mohan, Fernando R. Jiménez, Brian P. Brown, Caley Cantrell

This paper aims to explore the relationship between brand functionality and consumer-based brand equity.

The contribution of a brand spokesperson’s voice to consumer-based brand equity

Alice Zoghaib

This paper aims to explore the characteristics of a brand spokesperson’s voice that are the most valuable for consumer-based brand equity (CBBE) and evaluates various explanations…

The asymmetric effect of portfolio and image abstractness

Jennifer L. Stoner, Carlos J. Torelli, Alokparna Basu Monga

This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through…

Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference

Areti T. Vogel, Kittichai Watchravesringkan

This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative…