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 … have highlighted simple but earlier unrecognized marketing practices that managers can employ to cultivate the positioning …

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 … marketing literature has suggested twoprominent decision mechanisms through which their effects may take place, which I call … construct a brand choice model based on the behavioral premises of both effects. The proposed model allows consumers to use a …

. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand … and brand loyalty. Marketing models are developed to measure both constructs. This paper tests brand choice through the …Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand …

represent very important intangible assets, that have been especially in the light of marketing research. We use an empirical … 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 …