We study the equilibrium effects of mergers between firms with brand portfolios and brand loyal customers for pricing and profitability. We find that the "merger paradox" (Salant, Switzer and Reynolds 1983) is absent in these markets. The acquisition of brand portfolios can be profit enhancing...

Many e-marketplaces use national brand sellers' contract manufacturers to produce their e-commerce brand products, and some of the e-marketplaces also advertise that their e-commerce brand products have the same contract manufacturers as excellent national brand products to take advantage of the...

A customer’s preference of a brand and loyalty to it is linked to the trust, satisfaction, awareness, and the image that is associated with the brand. This paper studies these four factors in the setting of green brands along with their connection to the customer’s preference and loyalty....

A customer’s preference of a brand and loyalty to it is linked to the trust, satisfaction, awareness, and the image that is associated with the brand. This paper studies these four factors in the setting of green brands along with their connection to the customer’s preference and loyalty....

Purpose – This research aims to examine the role of consumers’ brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers’ willingness to switch, advocate for, and...

Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive landscape. These concepts are pivotal in...

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...