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Branding : perceptual effects on consumer evaluations

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When perceived ability to influence plays a role : brand co-creation in Web 2.0

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Experimental Investigation of Cannibalisation by Introducing a Global Brand Abreast Existing Indian Store Brand

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Private-label branding and willingness to pay : evidence from an auction experiment

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Brand equity and store brand tiers : an analysis on an experimental design

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Advertisement attitude, brand attitude and purchase intention : reciprocal and mediation effect study

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Brand Presence in Decision-Making Involving Decoys

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Can Pokémon GO catch brands? : the fit effect of game characters and brands on efficacy of brand communications

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