This paper examines the effects of brand credibility, a central concept in information economics–based approaches to brand effects and brand equity, on consumer choice and choice set formation. We investigate the mechanisms through which credibility effects materialize, namely, through...

PurposeCompanies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to...

This study develops a model that explains export sales volume by destination based on a company's export marketing strategy. A seemingly unrelated regression model (SURE) simultaneously estimates the explanatory value of the different elements of the marketing strategy, as well as company...

Consumer reactions to a surprising event are generally stronger than those to an identical but unexpected event. But the experience of surprise differs across cultures. In this article, we examine differences between East Asian and Western emotional reactions to unexpected incentives. When given...

A series of studies identifies that consumers hold beliefs about how retailers organize product displays in stores. These beliefs do not reflect reality, but consumers pervasively use them even when discredited. Study 1 finds that consumers believe popular products are placed on middle shelves,...