Testing for and measuring habitual brand loyalty (HBL) is one of the classic questions in quantitative marketing. We … categories reveal a non-trivial extent of HBL in consumers’ brand choices. Semi-parametric evidence for forward-looking consumer …

We analyze structural state dependence in brand choice using variation from brand switching during stock-outs caused by …

Management of brand equity has come to be viewed as critical to the optimal long-term performance of a brand. In this … paper, we evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a … brand. For this purpose, we use a random coefficients logit demand model calibrated on store-level scanner data to track …

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. …

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of … masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that … brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is …

This work aims to understand the consumers’ attitude towards the brand names changes by analysing the brand …-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …

establishment of a gratification system in accordance with the consumers’ expectations, their perception of the brand associations … and their relationship with the brand. …

This paper demonstrates that brand-level state dependence is affected by the store at which a consumer shops. The … classic structural state dependence literature models inertia in brand choice by assuming that consumers experience an extra …'s price. When consumers switch back to a store they previously visited, both the brand purchased on the last shopping occasion …

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to …. Brand loyalty declines sharply as households shift from the pre-family stage to the young family stage, remains relatively …