consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

This study explores how brand-related information is integrated within a competitive environment. Specifically, we develop a structural equation model of competition between two brands, which includes each brand’s price-quality characteristics (i.e., net utility). The model simultaneously tests how the net utility of the focal and competing brands affects consumers’ attitudes, intentions, and c...

We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the presence of art has a positive influence on brand image (via a transfer of luxury perceptions from art onto t...

and the seminar participants at the Business Economics Seminar Series at University of Toronto for their useful comments. The usual disclaimer applies. ABSTRACT We propose a structural model to investigate the impact of forgetting on consumers' brand choice decisions in frequently purchased products. Forgetting results in consumers imperfectly recalling their prior brand evaluations when making...

Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life. A survey was conducted using an avatar survey bot (n=1,039). Using the FIMIX-PLS pr...