TABLE OF CONTENTS
Volume 15, Issue 6 (June 2008)
Special Issue: Brand Building and Buying Behaviour in Asia
Guest Editorial
From the Guest Editors
Tony Aperia, Sherriff T K Luk and Leslie S C Yip
J Brand Manag 15: 379-381; doi:10.1057/bm.2008.26
Papers
The role of affect and cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea
Jong Woo Jun, Chang-Hoan Cho and Hyuck Joon Kwon
J Brand Manag 15: 382-398; advance online publication, May 23, 2008; doi:10.1057/bm.2008.11
B2B brand extension to the B2C market—The case of the ICT industry in Taiwan
Ying-Chan Tang, Fen-May Liou and Sheng-Yao Peng
J Brand Manag 15: 399-411; advance online publication, May 9, 2008; doi:10.1057/bm.2008.7
The competence and constraints of brand building for contract manufacturers
Feng-Hsu Liu, Heng-Yih Liu and Ting-Ling Lin
J Brand Manag 15: 412-432; advance online publication, May 9, 2008; doi:10.1057/bm.2008.8
A configurational perspective of branding capabilities development in emerging economies: The case of the Chinese cellular phone industry
Na Ni and Fang Wan
J Brand Manag 15: 433-451; advance online publication, June 13, 2008; doi:10.1057/bm.2008.10
The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour
Sherriff T K Luk and Leslie SC Yip
J Brand Manag 15: 452-464; advance online publication, May 30, 2008; doi:10.1057/bm.2008.12
Conceptual framework of within-category brand personality based on consumers' perception (WCBP-CP): The case of men's apparel category in South Korea
Eun-Jung Lee and Eun-Young Rhee
J Brand Manag 15: 465-489; advance online publication, June 13, 2008; doi:10.1057/bm.2008.25
