We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

original brands can shift this preference back by strategically leveraging brand identity cues ….Design/methodology/approach – Four experimental studies test different types of brand identity cues that original brands can use to influence consumer … brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They …

In this paper, we study the rational for an incumbent to launch a second brand when facing potential entry in a market … with quality differentiated products and a fringe producer. Depending on market size, costs for a second brand and a … potential entrant's setup cost the incumbent might use a second brand both when deterring and when accommodating entry. The …

brands. In this paper, we contest this notion by studying quality competition between a national- brand manufacturer and a … store-brand retailer. The manufacturer sells its national-brand products through the retailer who produces a competing store … brand at the same time. The two parties first invest in their brand qualities, after which the manufacture determines the …

taste information in the presence of competition between the retailer's store brand and a manufacturer's national brand. In … popularity of different product features, the vertical differentiation between the two brands, and the cost of store brand … introduction. This interaction is most striking when the store brand introduction is not very costly. In this case, if one of the …