Conventional wisdom holds that illegal copies cannibalize legitimate sales, even though previous research has found mixed effects, with illegal copies acting as both a substitute and complement. Yet, a relatively unexamined aspect to date is the quality of illegal copies. Building on product...

Causal inference is of central interests in many empirical applications yet often challenging because of the presence of endogenous regressors. The classical approach to the problem requires using instrumental variables that must satisfy the stringent condition of exclusion restriction. At the...

Conventional wisdom holds that illegal copies cannibalize legitimate sales, even though previous research has found mixed effects, with illegal copies acting as both a substitute and complement. Yet, a relatively unexamined aspect to date is the quality of illegal copies. Building on product...

Brand managers are concerned with maintaining customer relationships through brand loyalty. Previous research has shown that customer loyalty is fairly prevalent in the face of competitors (Koschmann and Sheth 2016a) and even when the choice is sibling brands (i.e., a ‘branded house' in which...

Brand loyalty is often perceived as synonymous with the flagship brand or even parent brand through consumer surveys. Yet, many successful parent brands have extended into new product categories or as line extensions within the same product category. Using panel data, we show that what appears...

Marketers believe that competition and brand loyalty create a tug-of-war: consumers like competition since competing firms must innovate, improve quality, and lower prices, leading to increased consumer welfare. Brands prefer to minimize competition, as innovation requires costly development...

Purpose: This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers....