. Managers need to better understand how to brand these new access offers and how this innovation affects current customers of … the parent brand. In a series of experiments, we show that the product brand affects consumers' access attitude less … strongly than the offer's service convenience in the carsharing context. However, in the fashion context, we find that brand …

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer … leaders and shelf space adjacency, retailers routinely create brand spillovers for their profit, and trademark law generally … has not restricted these activities. Online intermediaries, such as search engines, also create and profit from brand …

The purpose of this study is to identify spillover relationship of different branding elements on Customer-Based Brand … branding elements — brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance — and evaluates the … different branding elements on brand equity measured by brand resonance. The findings reveal that the impact of brand loyalty …