Category management refers generally to the process by which retailers select products to stock, display, promote, advertise, and price within a product category. Category management contracts involve a retailer designating a particular manufacturer as the “category captain”, who has...

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are...