competition between the retailers store brand (SB) and a manufacturers national brand (NB). In our model, there is ex …

brand equity. First, we assess weekly dynamics of brand equity intercepts using discrete choice model based on disaggregate … instruments. This paper contributes to the field basically in two ways: we measured brand equity of heterogeneous product taking … into account its variety both on choice modeling stage and brand equity drivers estimation stage; we have got quite precise …

People often associate human characteristics with brands such that the notion of brand personality has become part of … fixed or malleable) affect inferences about the malleability of a brand's traits. In study 1, we document how consumers who … believe traits are malleable (incremental theorists) are more likely to be accepting of brand repositioning and brand …