We study how adopting co-branded credit cards affects customers’ behavioral loyalty with the brand in the context of the airline industry. Specifically, we explore three dimensions of loyalty that may be affected: the amount of money spent on the airline, loyalty-points redemption, and...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer interest in a trademark increases the profits of third parties who do not own the trademark. Using techniques such as loss leaders and shelf space adjacency, retailers...