ÂÜÀòÉç¹ÙÍø

Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands
Emmanuel Mogaji and Annie Danbury

Strategic and institutional sustainability: corporate social responsibility, brand value, and Interbrand listing
Maretno Agus Harjoto and Jim Salas

Host country consumers’ brand attitudes after cross-border acquisitions
Tiebing Shi, Jiandong Li, and Chi Lo Lim

Global products marketing strategy of two European MNCs in Vietnam
Beat Hans Wafler and Yuosre F. Badir

The effects of packaging localisation of Western brands in non-Western emerging markets
Huda Khan, Richard Lee, and Larry Lockshin

Modeling the implicit brand: capturing the hidden drivers
Marco Vriens and Alessandro Martins Alves

Much too new to eat it? Customer value and its impact on consumer-product relationship in the context of novel food products
Toula Perrea, Athanasios Krystallis, Charlotte Engelgreen, and Polymeros Chrysochou

Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty
Choukri Menidjel, Abderrezzak Benhabib, and Anil Bilgihan

Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing
María Fuentes-Blasco, Beatriz Moliner-Velázquez, David Servera-Francés, and Irene Gil-Saura

Editorial
Francisco Guzman and Cleopatra Veloutsou

---