manufacturer's brand. Research on horizontal channel entry suggests incumbent retailers protect their sales from new competitors by … manufacturer's direct channel introduction on incumbent retailers' marketing mix and sales of the focal brand. We find retailers on … average disinvest in the brand by decreasing assortment and increasing price. Retailers also lose sales. We further show that …

A brand management framework is routinely advocated in gaining market share leadership within a product market, with … consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute … increasing share gap between the leader brand and its challenger.The behavioral loyalty may be considered in a new strategic …

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand … tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper … analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication …