sponsoring firm, congruence and high levels of brand equity were found to reduce the hazard of dissolution. Results indicate that …

Understanding individual customers’ sensitivities to prices, promotions, brand, and other aspects of the marketing mix …

The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by … for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in … multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet …

are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …

The multinomial logit model is frequently used in marketing research to explain consumers' brand choice decisions. In … possibility of short-term fluctuations and long-term changes in consumers' brand choice behavior. In this paper, nonparametric … brand-specific time-variable functions replace the brand-specific constants usually found in brand choice models. I estimate …