Understanding how consumers perceive brands is at the core of effective brand management. In this paper, we present the Brand Visual Elicitation Platform (B-VEP), an electronic tool we developed that allows consumers to create online collages of images that represent how they view a brand....

With few exceptions, today's retailers sell products across multiple categories. One strategic consideration of such retailers is product location, which determines how easy or difficult different categories are for customers to access. For example, grocery or department stores determine which...

In online channels, products are returned at high rates. Shipping, processing, and refurbishing are so costly that a retailer's profit is extremely sensitive to return rates. In many product categories, such as the $500 billion fashion industry, direct experiments are not feasible because the...

Previous research has suggested that an individual consumer may have multiple tastes within a given product category. Multi-taste preferences are likely present in categories characterized by large product attribute spaces and many diverse products, such as music, videos, restaurants, or books....