Issues

Brand trust and brand extension acceptance: the relationship

Jon D. Reast
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Universal appeals with local specifications

Ming‐Huei Hsieh; Andrew Lindridge
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Tactical launch decisions: influence on innovation success/failure

Ana Garrido‐Rubio; Yolanda Polo‐Redondo
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Countering negative country‐of‐origin with low prices: a conjoint study in Vietnam

Mark Speece; Duc Phung Nguyen
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Brand power revisited: measuring brand equity in cyber‐space

WoonBong Na; Roger Marshall
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Loyalty to price tiers in purchases of bottled wine

Jenni Romaniuk; John Dawes
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Dynamics of price sensitivity among mobile service customers

Juha Munnukka
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Book Review

Big Brands, Big Trouble: Lessons Learned the Hard Way

David R. Fortin
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Inclusive Branding: The Why and How of a Holistic Approach to Brands

Allen Tackett
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Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

Charles A. McMellon
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