brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

Analysis of category and brand purchase rates using Nielsen-Kilts 2014 panel data for the US show they closely fit the …

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 …

an event study framework to show that after a store brand introduction, both the number and prices of retailer national … brand products increase. Second, I develop a structural model of upstream vertical interaction between manufacturers and …

brands have for firms. However, many studies that analyze the tendency of consumers to use the brand name in their purchasing …

Although many studies have documented that in-store displays and feature advertising can significantly increase brand … construct a brand choice model based on the behavioral premises of both effects. The proposed model allows consumers to use a …

(brand switching) and the remainder to primary demand effects (timing acceleration and quantity increases). We demonstrate … that this result does not imply that if a brand gains 100 units in sales during a promotion the other brands in the … ratio of the current cross-brand unit sales loss to the current own-brand unit sales gain during promotion, and we report …

Consumers’ appraisals of brand-related stimuli originating from both marketer- and non- marketer-controlled sources of … information may evoke negative emotional reactions toward certain brands. We derive a scale that includes six distinct brand … emotion scales. Study 5 manipulates specific negative brand-related emotions and reveals that they predict particular …