salespersons' customer service, attention to personal details, adaptability, and knowledge--key marketing constructs that could …

The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand … equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product … (or service) with no brand-building efforts. The incremental contribution is driven by the individual customer …

This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such … association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search … for partnerships with each other. It turns out that the brand use can be valuable to consumers for communication even when …

>This paper was accepted by J. Miguel Villas-Boas, marketing.</i> …

marketing lever (price) and the firm's ability to offer products that generate less satiation. In particular, we show that when …

, marketing.</i> …