Neuroeconomics makes use of new data and tools from neuroscience to enrich the study of economic decision-making. This chapter introduces neuroeconomic methods and surveys a number of contributions to the literature regarding brain responses to brands, advertisements, pricing and product...

White goods are the goods that are painted white or enameled white. These products were previously manufactured with a white enamel finish but are now colored. White goods include household appliances, such as, Water Heater, Refrigerator, Clothes Dryer, Air Conditioner, Dish Washer, Microwave...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure...

Trademark law is incoherent, and it fails to manage all the interests at stake in the modern business environment. This failure flows from a core misunderstanding. Trademark law has not grasped that is managing brands, not trademarks. In this article, Professor Deven Desai develops a new theory...

Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are...

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...

While diversity, equity, and inclusion issues are a focus of brand activism and many firms’ corporate social responsibility initiatives, the challenge is that these topics either 1) impact a relatively small group of individuals (i.e., limited in scope) or 2) are emotionally charged or...

Trademarks are indeed about information, but trademark doctrine misunderstands trademarks’ information function. Trademark doctrine takes a broadcast view in a networked world. Rather than a world where a single source transmits messages to a passive public, we live in a world where many...

The objective of this study was to investigate how socialization agents - media, parents, and peers - influence on students’ brand consciousness in apparel and influences differ according to students demographic characteristics. Participants were 230 students in second semester, who...