The paper investigates whether equity markets incorporate the value of an important category of intangible assets, namely, brand value of a firm. Using a novel dataset of trademark infringement lawsuits filed in US district courts from 2000-2012, this paper analyzes whether shocks to a firm's...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define...