This study examines brand dispersion — variance in brand ratings across consumers — and its role in the translation of brand assets into firm value. Dispersion captures the covert heterogeneity in evaluations of brands among consumers who like or dislike the brands, which would affect an...

The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The ontological status of brands hinges on their relationship with products. Idealists about brands see perceptual or cognitive acts of consumers grouped under the heading 'brand...

Beyond real functional differences, brand positioning can have profound effects on the purchase decisions of consumers. Using a product-portfolio and consumer search framework, we provide a micro-foundation for why and how brand positioning can deliver credible information to consumers....

Marketing research has traditionally focused on centralized brand-extension strategies where a brand expands its product offerings by controlling the design, production, marketing and sales of new products `in-house'. However, luxury brands frequently use `brand licensing' as a decentralized...

Some firms that operate in multiple product markets use the same brand in different markets, while others use distinct brands. This research investigates for which product markets a firm should use the same or different brands, and how this decision depends on the relatedness between product...

We present several empirical facts about trends in marketing investment in the US. We also present estimates of the private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments include the creation and maintenance of a brand name...

The objective of the paper is to examine value creation in private higher education. The results of the research are to be applied in reasonable structuring of study programs and courses and for creating profitable business and marketing strategies for private universities. From a student...

We revisit an endogenous timing game with consumers who are heterogeneous in their willingness to pay (WTP). Previous studies have shown that when firms compete in quantity, a simultaneous moving outcome (leader-leader) must be presented in equilibrium. In contrast to this result, we find that...

Several major grocery chains in the US own factories that produce some of their store-brand products. Historically, these store-brand products have been the low-price, lower-quality alternatives to higher-priced national brands, but the quality and consumer acceptance of store brands have...

We provide a novel intuition for why manufacturers restrict their retailers' ability to resell brandproducts online. Our approach builds on models of limited attention according to which pricedisparities across distribution channels guide a consumer's attention toward prices and lower...