are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the … resulting behavior are discussed. Various conditions are tested by taking into account context theory. The results reveal that …

brand premia. A unique feature of the Swedish market allows me to rule out patients' inattention due to information costs as … mimics a reduction of switching costs and increases prices. While the effect of switching costs on prices in theory is … everyone acts as a medical expert and experiences fewer brand premia, prices decrease. …