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 …

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping … up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and … behavioral cheating by virtue of reinforcing expectations of exclusive behavior within the brand relationship …

In this paper, we study the role of point-of-sale (POS) marketing mix variables in explaining variation in brand shares … retailer and the manufacturer. Together, this implies that POS variables may influence brand shares very differently in … different retail formats and for different brand types, which has important implications for retailers and manufacturers. We use …

This study examines the divergence between hotel brand naming trends in Bali compared to consumer perception of star … rating, price range, and quality based on brand names. When 224 star hotels were categorized based on decade built, apparent …

. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …

associated with the product category(e.g., 401 and retirement services) or the parent brand (e.g.,Heinz and 57; Levi’s and 501 …

Theoretical research on self-selection and cannibalization suggests that brand quality may affect consumers' choice of … brand influence. This paper examines the demand response to the proliferation of personal computer (PC) models. Using both … the central processing unit and brand as segmentation variables, I set up a two-level, nested generalized extreme value …

Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas … & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011 …-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context …

towards branded gold jewelry retail outlets because of the brand name, years in business, word of mouth publicity …