The issue surrounding brand image is always fascinating to ponder. This is true not only for products/services, but also for organizations and individuals. Like it or not, individuals are prone toward creating brand image to excel in life. From the understanding on products/services, personal...

Theoretical research on self-selection and cannibalization suggests that brand quality may affect consumers' choice of products from a menu of similar offerings. However, few studies have empirically considered the effect of product variety under brand influence. This paper examines the demand...