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Corporate heritage tourism brand attractiveness and national identity
John M.T. Balmer and Weifeng Chen

Surprise! We changed the logo
Julien Grobert, Caroline Cuny, and Marianela Fornerino

Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)
Samuel Kristal, Carsten Baumgarth, Carolin Behnke, and Jörg Henseler

Mall brand meaning: an experiential branding perspective
Bill Merrilees, Dale Miller, and Wei Shao

Green consumer behavior: being good or seeming good?
Ulf Aagerup and Jonas Nilsson

As good as new – valuing fashion brands in the online second-hand markets
Jenniina Sihvonen and Linda Lisa Maria Turunen

Internal branding and sustainability: investigating perceptions of employees
Galina Biedenbach and Siarhei Manzhynski

Impact of symbolic product design on brand evaluations
Christian Boris Brunner, Sebastian Ullrich, Patrik Jungen, and Franz-Rudolf Esch

Editorial
Francisco Guzman and Ulla Hakala

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