This article aims at exploring whether and how brand extensions are a suitable strategy for branding commodities. The extant literature has focused on line and brand extensions for differentiated products, without providing rewarding results on the use of brand extensions for commodities. The...

As virtual worlds and social media in general become important settings for marketing actions, we need to know what is the weight of social norms within such contexts. To what degree can a researcher expect that the answers obtained within a virtual world ¨C ultimately a social network ¨C...

Are firms competing in a new world of frictionless e-commerce or is the Internet a pricer's paradise? It is not safe, at the moment, to say that the Internet is lowering online prices, decreasing price dispersion and increasing online customer price sensitivity. The strategic issue for firms...