This paper explores and quantifies the importance of parent brand state dependence to forward looking pricing outcomes … the parent brand can decrease prices and reduce profits, as well as mitigate or even reverse the benefits of joint profit … maximization relative to sub-brand profit maximization. These effects are mediated by brand asymmetries and the relative magnitude …

procompetitive rationale for RPM - resolving the incentive incompatibility between the brand manufacturer and the retailers that sell … that brand. Retailers commonly have insufficient incentive to carry and promote products that, if effective distribution … of encouraging retailers to carry and promote the manufacturer's brand, but challenge his measure of procompetitive …

.g. sales) but also of long-term marketing metrics such as consumer's brand image, brand attitude and perceived quality … communication characteristics like transparency and social responsibility on customers' brand evaluation. They further measure how …

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the … distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate … the underlying meaning or theme of the leader brand, such as the “freshness of Alpine milk” theme in Milka. Marketing …

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for … specifically the positioning of the brand lack fundamental research. Within the MC 500 Study we collected and analyzed 500 brand … names of mass customization companies worldwide to get a first profound overview of the brand names' landscape that will …

bought by consumers who already buy the brand. The study extends research by Ehrenberg, Goodhardt and Hammond (1994) that … found the majority of promotion buyers had bought the brand before. The study here uses data from 9 product categories and … finds that on average, 58% of consumers who buy a brand on promotion have bought it in the past 26 weeks. The proportion of …

sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty …. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands … success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and …

In this paper, we investigate how retailer competition and asymmetry affect store brand strategy when some of the … used to shield consumers loyal to the national brand from price sensitive one-stop shoppers. When the intensity of …-stop shoppers only if the margin from them is large enough. The above results imply that national brand prices may rise after the …

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …