A comparison of brand equity strength across consumer segments and markets,Assessing brand equity in the luxury wine market by exploiting tastemaker scores,Brand awareness: revisiting an old metric for a new world,Brand skill: linking brand functionality with consumer-based brand equity,Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference,Defining, measuring and managing brand equity,The asymmetric effect of portfolio and image abstractness,The contribution of a brand spokesperson’s voice to consumer-based brand equity,The impact of corporate social responsibility on brand equity: consumer responses to two types of fit
Brand equity: defining, measuring and managing brand equity Description
Brand equity: defining, measuring and managing brand equity
Our call for papers was in response to the numerous unanswered questions on brand equity (Christodoulides and de Chernatony, 2010) despite extensive research on and significant advances in our understanding of its conceptualization (e.g. Aaker, 2001; Keller, 1993), measurement (e.g. Pappu et al., 2005) and management (e.g. Yoo et al., 2000). Not surprisingly the ebook has received an overwhelming response with more than 60 submissions. We have selected eight papers that examine a variety of themes including new ways of measuring and developing (e.g. CSR, brand spokesperson, new branding strategies, and copycat practices) brand equity. While these papers offer rich and varied contributions to the literature on brand equity, many of the important questions raised in the call for papers remain still unaddressed.