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 …

procompetitive rationale for RPM - resolving the incentive incompatibility between the brand manufacturer and the retailers that sell … that brand. Retailers commonly have insufficient incentive to carry and promote products that, if effective distribution … of encouraging retailers to carry and promote the manufacturer's brand, but challenge his measure of procompetitive …

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using … allocation of its benefits, however, have little effect on the long-run market shares, which are determined by brand …

Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming … significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars … optimistic cross-brand category level, cross-cultural level and cross-national level influences in pricing strategies …

In this paper, we study the rational for an incumbent to launch a second brand when facing potential entry in a market … with quality differentiated products and a fringe producer. Depending on market size, costs for a second brand and a … potential entrant's setup cost the incumbent might use a second brand both when deterring and when accommodating entry. The …

In this paper, we analyze the strategic role of the recent introduction of national brand products by hard discounters …

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 …

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 …

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 …