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Investments in brand provide one method for vendors to become known and convince potential customers that vendors will … their commitments can serve a similar function and may undermine investments in brand. This study uses a 13-month panel … whether information use undermines brand. We find that individuals who take up using price comparison sites reduce their …
Persistent link: https://www.econbiz.de/10012468755
We report a large-scale randomized controlled trial designed to assess whether the partisan cue of a provaccine message from Donald Trump would induce Americans to get COVID-19 vaccines. Our study involved presenting a 27-second advertisement to millions of U.S. YouTube users in October 2021....
Persistent link: https://www.econbiz.de/10013190990
merchandise of similar quality suggests that they value the prestige, or status, associated with brand-name trademarks … with a given label. But counterfeits allow consumers to unbundle the status and quality attributes of the brand …
Persistent link: https://www.econbiz.de/10012477159
operating in a multiproduct brand setting …
Persistent link: https://www.econbiz.de/10012460743
Celebrity endorsements are often sought to influence public opinion. We ask whether celebrity endorsement per se has an effect beyond the fact that their statements are seen by many, and whether on net their statements actually lead people to change their beliefs. To do so, we conducted a...
Persistent link: https://www.econbiz.de/10012479542
private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments … include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation … outlays. Finally, we explore the welfare implications of investments in brand capital …
Persistent link: https://www.econbiz.de/10013334364
. Conspicuous characteristics fulfilled many of the functions that patents, trademarks, and brand names do today. The words that … referred to products with conspicuous characteristics served as brand names in the Middle Ages. Data drawn from an array of …
Persistent link: https://www.econbiz.de/10012464717
Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed drug information on the internet (FDA 1997; 2015). The hope was that consumers would seek additional information online to fully...
Persistent link: https://www.econbiz.de/10012456097
This paper examines the impact of exposure to foreign media on the economic behavior of agents in a totalitarian regime. We study private consumption choices focusing on former East Germany, where differential access to Western television was determined by geographic features. Using data...
Persistent link: https://www.econbiz.de/10012458263
that brand-keyword ads have no measurable short-term benefits. For non-brand keywords we find that new and infrequent users …
Persistent link: https://www.econbiz.de/10012458494