Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …

unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavyweight on brand … recognition. To investigate this question, the authors study consumers' inferences about brand quality for products in three … frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality …

brand premia. A unique feature of the Swedish market allows me to rule out patients' inattention due to information costs as … everyone acts as a medical expert and experiences fewer brand premia, prices decrease. …

significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The …

Numerous studies have investigated how brand characteristics influence brand extendibility (i.e., the extent to which a … brand can be used to introduce brand extensions that yield positive brand outcomes). However, despite the high relevance of … brand personality for brand image, no insights are available so far on the impact of brand personality on brand …

competition between the retailers store brand (SB) and a manufacturers national brand (NB). In our model, there is ex …