The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...

The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...

In the present study, we find that a restrictive message that limits the availability of the product amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respond more positively to competition...