brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …

marketing scholars. We use multiple events duration models to examine the timing of launching brand extensions. We provide a … theoretical framework of brand extensions based on the real option framework. Using a real option framework allows us to make a … parallel comparison between firms launching brand extensions with an agent exercising a call option in a financial market …

We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock … hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low … equity brands. Brand loyalty is especially strong for high equity brands in hedonic product groups. Our study also confirms …