Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions such as the color, fabric, or cut of their products. A robust finding in the marketing literature is that consumers place a greater value on customized versus...

Evaluative conditioning is an important determinant of consumers' likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S ndash; S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering...

Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little...