. 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 …

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 …

plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism … the demand for a brand's existing products even if the quality of these existing products is well understood by consumers …. The model provides an interpretation for the dependence of the success of brand extensions on the ``fit" between the …

Reservations. The regime change represents a unique opportunity to quantify brand loyalty because it almost doubled the price of … premium-brand cigarettes, while Native brands were still untaxed. We use data from two different sources--the New York State … three-quarters remained brand loyal …

typically assumed ad-hoc in customer market and brand switching cost models. A central result of the paper is that deep habits …

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