We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

product quality to achieve brand loyalty. A sample of 406 respondents are engaged for the study and asked to fill survey … results. The results indicate that there is a positive relationship between perceived product quality and brand loyalty, the … impact of celebrity endorsement is not statistically significant on the brand loyalty with the finding that celebrity …

We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with … measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising …. Advertising is modeled as a dynamic investment in a brand's stocks of awareness and perceived quality and we ask how such an …

favorable parent brand associations and, hence, demonstrate a greater degree of success. To fully understand the success of a … line extension, its impact, or spillover, on the parent brand must also be taken into account. This prompts the research … question: Will a line extension help or hurt the parent brand? That is, will the introduction of the line extension result in …