We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15-24. Due to technological developments, new media content consumption patterns have emerged. New...

When a firm decides which products to offer or put on display, it takes into account the products' ability to attract attention to the brand name as a whole. Thus, the value of a product to the firm emanates from the consumer demand it directly meets, as well as the indirect demand it generates...