The paper investigates whether equity markets incorporate the value of an important category of intangible assets, namely, brand value of a firm. Using a novel dataset of trademark infringement lawsuits filed in US district courts from 2000-2012, this paper analyzes whether shocks to a firm's...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....

Networks are extremely important in marketing because so much of marketing is relational, and network methods are important and appropriate tools for studying such structures of interconnections. In this paper, we model data that represent consumer brand switching in the French and British...