suggest that misinformation and related consumer mistakes explain a sizable share of the brand premium for health products …

branded equivalent, while the retailer's margin on the national brand is an upper bound on the retailer's marginal handling … cost for both the brand and private label versions. We find that lower bounds on the 'full' markup ratio range from 3 …

Empirical studies suggest that entry of generic competitors results in minimal decreases or even increases in brand …-name drug prices as well as sharp declines in brand-name advertising. This paper examines circumstances under which this … empirical pattern could be observed. The analysis focuses on models where the demand for brand-name pharmaceuticals is divided …

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 …

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 …