We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal relationship reminders … relationship reminders lower ratings of brand performance, via serial mediation through changes in perceived brand agency and CBR …

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 …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

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 …

authentic luxury purchasing is very important to them. These “Chandlers” are represented mainly in big cities where luxury brand …

.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 …

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 …

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 …