are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …

The multinomial logit model is frequently used in marketing research to explain consumers' brand choice decisions. In … possibility of short-term fluctuations and long-term changes in consumers' brand choice behavior. In this paper, nonparametric … brand-specific time-variable functions replace the brand-specific constants usually found in brand choice models. I estimate …

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 …

Understanding individual customers’ sensitivities to prices, promotions, brand, and other aspects of the marketing mix …

A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new … the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels' sales … confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling …

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward … the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand … equity as deep as possible. This paper attempts to understand the interrelationships among key formative indicators of brand …

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to …. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private … importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we find …

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …