Relationships and characteristics that influence consumers' purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase...

This article critically examines the rise and fall of the Martha Stewart brand, and offers lessons to consumer businesses who seek to fortify their master brands through associations with others' brands - be they celebrities or otherwise.

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this...