Numerous studies have investigated how brand characteristics influence brand extendibility (i.e., the extent to which a … brand can be used to introduce brand extensions that yield positive brand outcomes). However, despite the high relevance of … brand personality for brand image, no insights are available so far on the impact of brand personality on brand …

brand premia. A unique feature of the Swedish market allows me to rule out patients' inattention due to information costs as … everyone acts as a medical expert and experiences fewer brand premia, prices decrease. …

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