Cover -- Contents -- Editorial -- Guest editorial -- Sources of equity in fashion markets -- Systematic review on B2B branding: research issues and avenues for future research -- Brand mergers: examining consumers' responses to name and logo design -- Private label brands: measuring equity across consumer segments -- Consumer-based brand equity and top-of-mind awareness: a cross-country analysis -- Consumer recall of brand versus product banner ads -- The effects of lower prices on perceptions of brand quality: a choice task perspective -- Price strategy, information sharing, and firm performance in a market channel with a dominant retailer -- Book reviews.