This paper discusses brand firms' endogenous timing problem when facing nonbrand firms under quantity competition. We … study a market comprising brand and nonbrand products. There exist heterogeneous consumer groups-one group buys only brand … products while the other one cares little about the brand. These two consumer groups constitute the high- and low-end markets …

Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to … a firm's financial performance. In this paper, we model brand equity as an unobservable stock that results from up to … thirty years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a …