This study examines the extent to which temporary price cuts – called ‘price promotions' in grocery markets – are bought by consumers who already buy the brand. The study extends research by Ehrenberg, Goodhardt and Hammond (1994) that found the majority of promotion buyers had bought the...

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy, 1997), but there is a lack of academic research to show how common they really are. The present study documents the incidence of brand extensions in three geographic consumer goods...

This study analyzes the extent to which the top 8 brands in the US OTC pain relief tablet market share their buyers with each other. The study uses the Duplication of Purchase Analysis method. It shows that brands in this market overall follow the Duplication of Purchase Law, namely that each...