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...

Examining how buyers of one private label (PL) in a product category also cross-purchase the private labels of competing retailers in the same category is the focus of this study. Understanding consumer cross-purchasing of PLs is important to retailers, who use PLs as one tactic to differentiate...

Normative benchmarks for a brand's network of associations provide managers with guidelines to set brand strategy. Benchmarks also help marketers evaluate the impact of marketing activities. This paper outlines an approach to obtain benchmarks for the relative size and structure of a brand's...

This research examines the reasons for brand defection in a business-to-business financial service. Three cross-sectional studies examine customers who ceased using a brand in the previous month. The research shows that about 60% of brand defection occurs for reasons that brand managers cannot...