, and establishing significant brand equity. The advent of radio and television did not change total advertising spending as …

We model a homogeneous product environment where identical e-retailers endogenously engage in both brand advertising …; indeed, we show that price advertising is a substitute for brand advertising. In contrast to models where loyalty is … of all of these equilibria, including the limit equilibrium. While each firm finds it optimal to advertise its brand in …

While diversity, equity, and inclusion issues are a focus of brand activism and many firms’ corporate social … lower scope relative to other topics. Still, engagement is relatively high when a brand explicitly responds to a major … relatively exploratory in nature but, our findings provide useful guidelines and insights DEI brand activism …

This article provides an introduction to the study of brand-name sharing, and presents results from an empirical study … of sharing rates among 131 famous brand names from 1940 through 2010, conducted through an examination of business names … the study is that independent uses of the 131 brand names – that is, uses of those names by businesses other than those …

Local brand franchise business, particularly culinary, has beenrapidly developed in this disruption era. This is in …, business, and lifestyle responses. This research examined thefactors affecting local brand franchises in the business … competition in thedisruption era. Using a descriptive qualitative method, the results indicated thatlocal brand franchises are a …

propose estimating nested logit demand models, using household panel data to automate the assignment of products to nests. Our …