Current literature on loyalty programs emphasizes the importance of psychological rewards and special treatment. However, it is not clear if male and female customers respond to these incentives in a similar way. We explore the differential effect for female versus male consumers of two...

Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark...

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing...