BRANDS -- WHY BUILDING MARKETING ASSETS MATTERS -- CONSUMER-BASED DIMENSIONS OF BRAND EQUITY -- CONCEPTUAL FRAMEWORK … BRAND IMAGE TO LOCAL MARKETS: GOVERNANCE DECISIONS FOR MARKET ENTRY AND GLOBAL BRANDING STRATEGY -- THE RELATION BETWEEN … BRAND AND GOVERNANCE -- FACTORS AFFECTING BRAND GOVERNANCE FORM DECISION -- THEORETICAL AND MANAGERIAL RELEVANCE: ACTION …

We study the interaction of customer capital and productivity through brand reallocation across firms. We develop a … study the matching process between transferable brand capital and core productivity, which can be inefficient with … significant welfare implications. We link USPTO trademark data with Nielsen sales data to study the prevalence of brand …