Component sharing may look great in the boardroom but not in the showroom. Indeed, savings on research and development and production costs could be offset by a plunge in customer brand attractiveness. The central objective of this paper is to investigate consumer and market responses toward component sharing between brands. More specifically, by combining experimental with econometric studies,...

Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether br...

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure ...

This study aims to investigate the impact of different product characteristics, such as price, quality/taste, image/reputation, advertising, packaging, and colour on consumers' purchasing behaviour. An overview of the global, as well as of the Greek and Dutch juice markets, is presented. A comparison of consumers' preferences and attitudes is performed with respect to juices in both countries. ...

As economic challenges and pressures for businesses mount, marketing teams are faced with major decisions. While widespread consumer anxiety results in dwindling businesses, marketing budget allocations are hit by cutbacks and marketers face the challenge of better market performance in a restrained economy. Investments and organizational objectives have been reframed. While retention of market...

We develop a brand choice model with learning based on the Kalman filter methodology. The model enables us to separate the effects of contemporaneous marketing promotions from the impact of the perceived quality valuation accrued through product usage over time. We estimate the model and allow for idiosyncratic consumer learning and preferences. The results point to the presence of consumer het...