are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …

The multinomial logit model is frequently used in marketing research to explain consumers' brand choice decisions. In … possibility of short-term fluctuations and long-term changes in consumers' brand choice behavior. In this paper, nonparametric … brand-specific time-variable functions replace the brand-specific constants usually found in brand choice models. I estimate …

The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by … for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in … multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet …

Understanding individual customers’ sensitivities to prices, promotions, brand, and other aspects of the marketing mix …

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be … customers in two out of five segments. -- Context effects ; categorization ; brand choice models ; new brand introduction …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …

.g. sales) but also of long-term marketing metrics such as consumer's brand image, brand attitude and perceived quality … communication characteristics like transparency and social responsibility on customers' brand evaluation. They further measure how …

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the … distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate … the underlying meaning or theme of the leader brand, such as the “freshness of Alpine milk” theme in Milka. Marketing …

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for … specifically the positioning of the brand lack fundamental research. Within the MC 500 Study we collected and analyzed 500 brand … names of mass customization companies worldwide to get a first profound overview of the brand names' landscape that will …