Brand Equity, Satisfaction and Word of Mouth

Dear colleagues,

The interest generated in brand equity in the past two decades, as well as the vast array of contributions found in the literature, is indicative of its complexity when it comes to both evaluating this variable (Huang et al., 2016; Grewal et al., 2017) and attempting to advance in the study of its nature and scope. The idea that the perception of the consumer and the involvement of the companies are decisive (Farquhar, 1989; Myers, 2003; Pappu and Quester, 2016) seems generally accepted. Indeed, in today’s marketplace, consumers are assumed to actively participate in brand identity creation (Vallaster and von Wallapach, 2013; Baalbaki and Guzmán, 2016). In addition, in recent years, its conception has led to new approaches, with the subsequent emergence of new ways of addressing the concept in several contexts. Notwithstanding, important questions on brand equity, its determinants and its correlates still remain unanswered (Marín et al., 2019).

We invite submissions on a broad range of issues in this regard and welcome both conceptual and empirical contributions. Some suggestions for broad themes include:

• Brand equity conceptualization in different industries;

• Customer satisfaction and brand equity;

• Word-of-mouth and brand equity;

• Cross-cultural comparison of the relevance of brand-equity antecedents and outcomes;

• Sustainable development and brand equity;

• Innovation and brand equity;

• Retailer brand equity/store equity.

We encourage studies that examine innovative and even risky ideas but demonstrate methodological rigor and provide credible empirical evidence.

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• brand equity
• satisfaction
• word-of-mouth
• store equity