unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavyweight on brand … recognition. To investigate this question, the authors study consumers' inferences about brand quality for products in three … frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality …

This paper discusses brand firms' endogenous timing problem when facing nonbrand firms under quantity competition. We … study a market comprising brand and nonbrand products. There exist heterogeneous consumer groups-one group buys only brand … products while the other one cares little about the brand. These two consumer groups constitute the high- and low-end markets …