162 Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

171 In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal

187 Brand Key Performance Indicators as a Force for Brand Equity Management

198 Marketers Challenged to Respond to Changing Nature of Brand Building

201 Radical Brand Evolution: A Case-Based Framework

211 The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand Loyalty

222 The Role of Brand Parity in Developing Loyal Customers

229 How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice

241 A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions

255 Ten Years of Learning on How Online Advertising Builds Brands

269 Measuring Affective Advertising: Implications of Low Attention Processing on Recall