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 …

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is …

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a … possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater … attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker …

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 …

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 …

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