-category dependence of brand choice behavior. It is hypothesized, that the global utility function related to a product bundle is the …

are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the … resulting behavior are discussed. Various conditions are tested by taking into account context theory. The results reveal that …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be …

allows to relate an unordered categorical response variable, for example representing the choice of a brand, to a vector of … covariates such as the price of the brand or variables characterising the consumer. In its classical form, all covariates enter … rules and compare parametric and semiparametric approaches for a number of brand choice data sets. …

The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by … for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in … multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet …

There are several predictions that brand equity will become the most pressing marketing topic for the next ten years …. This study investigates for which purposes brand equity can be applied to. It further investigates which facets the concept … of brand equity refers to, how these facets are measured and what the implications are for defining and measuring brand …