The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations … the most important and the cognitive component - the least important. The findings show that gender and brand of …

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 …

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