of brand switching for stock-outs of promotional products. Furthermore, our study emphasizes outlet switching as a so far …

are presented which investigate customers` switching behavior if a (sub-)brand is unavailable and key determinants of the …

To evaluate how occurring critical incidents change customer perceptions of brand personality, this study measures the … brands of Apple and Nokia as well as different critical incidents (corruption vs. product failure). Brand personality …, latent means are calculated and hence reactions (personality shifts) are evaluated. The findings indicate that brand …

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et … al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand … and transfer product are the main and most influential factors driving brand extension success. However, the ability of a …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …

The paper discusses the nested logit model for choices between a set of mutually exclusive alternatives (e.g. brand …

-category dependence of brand choice behavior. It is hypothesized that the global utility function related to a product bundle results from …