: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury … Decision-Making -- Chapter 12: Consumer Behavior During a Brand Crisis -- PART 5 -- Consumer Behavior in the Future. …

-setting game with heterogeneous consumers and two firms that produce different brands. Some consumers prefer one brand, others … prefer the other brand. Consumers derive common value from their preferred brand, but they differ in how strongly they … dislike their less preferred brand. I consider the situation in which one firm can offer consumers the opportunity to pre …

In this paper, we study the role of point-of-sale (POS) marketing mix variables in explaining variation in brand shares … retailer and the manufacturer. Together, this implies that POS variables may influence brand shares very differently in … different retail formats and for different brand types, which has important implications for retailers and manufacturers. We use …

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets … into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand … marketing -- Brand marketing : today and tomorrow …