This paper increases understanding of the accuracy of consumers' self-reports about using brands and categories. The researchers select television viewing as the category of usage firstly, due to the availability of robust panel data for validation of the claimed data (i.e. self-reported) and...

Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current...

Perceptions of private label brands (PLBs) reside in consumer memory along with national brands (NBs). When a consumer engages in a choice situation, both PLBs and NBs rely on links to retrieval cues in consumer memory to give them a chance of purchase. This study examines the underlying...