Brand equity theory asserts that the most powerful and enduring consumer-based brand associations are those that deal with intangible or abstract characteristics of a product rather than its functional or utilitarian attributes. In addition, strong brands evoke from consumers associations that...

Scores of consumer behavior studies have confirmed what has been called a double jeopardy effect, whereby brands earning small market shares attract fewer customers but also experience less customer loyalty than more popular brands. This two-fold plight of the small brand has also been detected...