No. 14-3, May 2005

Index

• Consumer‐based brand equity: improving the measurement – empirical evidence
• A brand orientation typology for SMEs: a case research approach
• Human resource management's role in internal branding: an opportunity for cross‐functional brand message synergy
• Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group level
• Does brand trust matter to brand equity?
• An investigation into the timing of consumer requests for price‐matching refunds
• The locus effect on inertia equity