Investments in brand provide one method for vendors to become known and convince potential customers that vendors will … their commitments can serve a similar function and may undermine investments in brand. This study uses a 13-month panel … whether information use undermines brand. We find that individuals who take up using price comparison sites reduce their …

private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments … include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation …, image, etc.), along with the investments in the labor force used to manage and oversee the branding. We then discuss the …

. Conspicuous characteristics fulfilled many of the functions that patents, trademarks, and brand names do today. The words that … referred to products with conspicuous characteristics served as brand names in the Middle Ages. Data drawn from an array of …

We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of … advertising. Heterogeneity in brand preferences explains 40 percent of geographic variation in market shares. These preferences … years in the past still exerting a significant effect on current consumption. Counterfactuals suggest that brand preferences …

partnership with a Spanish-speaking online platform for technology positions, ads randomly selected to use gender-neutral language … similar numbers otherwise. In a separate survey experiment, gender-neutral language in ads increases interest and beliefs …

typically assumed ad-hoc in customer market and brand switching cost models. A central result of the paper is that deep habits …

suggest that misinformation and related consumer mistakes explain a sizable share of the brand premium for health products …

advertising effects for a brand and substitution effects for authentic products, additionally the effects linger for some years …

Reservations. The regime change represents a unique opportunity to quantify brand loyalty because it almost doubled the price of … premium-brand cigarettes, while Native brands were still untaxed. We use data from two different sources--the New York State … three-quarters remained brand loyal …