Although many studies have documented that in-store displays and feature advertising can significantly increase brand … construct a brand choice model based on the behavioral premises of both effects. The proposed model allows consumers to use a …

This paper addresses the marketing concept of brand equity from a semiotic perspective, by demonstrating why and how … the notions of code/subcode are central in accounting for the multifarious dimensions of brand value. Based on the basic … premises that surplus of meaning is reflected in surplus financial value in the concept of brand equity and that brand equity …

survey, based on 132 German companies with brands, to investigate the state of the art of brand accounting, brand control …, and brand valuation. The focus of our study is the general perception of brands as an (intangible) asset and as an … investment, the organization of brand management, the valuation of brands for internal control purposes, and the tactical and …

an event study framework to show that after a store brand introduction, both the number and prices of retailer national … brand products increase. Second, I develop a structural model of upstream vertical interaction between manufacturers and …

Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand …. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand … loyalty. Brand loyalty is one of the key drivers of top-line growth. The committed loyal customers become evangelists for the …