Consumption patterns can be indicative of how a consumer wants to be perceived by others. In this paper, I study markets where consumers are heterogeneous with respect to both their concerns for the quality of goods and the image associated with buying them. Consumers with a taste for quality...

This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and...

Die Grundlagenvorträge von DerMARKENTAG2014 -- Neue Konstrukte und Erkenntnisse zur Markenwirkung -- Von der Strategie bis zum Markenkontaktpunkt – Markenführungsoptionen unter der Lupe.- Vom Blindflug zum Markencontrolling – Neue Messansätze für das Unfassbare. Out of the box: Marken...