People often associate human characteristics with brands such that the notion of brand personality has become part of … fixed or malleable) affect inferences about the malleability of a brand's traits. In study 1, we document how consumers who … believe traits are malleable (incremental theorists) are more likely to be accepting of brand repositioning and brand …

opportunity arises. A critical decision in this scenario is whether to introduce the new product under an existing brand or not … customer segment, choosing both their branding strategy as well as the quality of their new products. While we find that the … firm's optimal branding strategy depends on both the vertical direction of the expansion and the level of competition, we …

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different … themes on branding, its evolving process as well as its characteristics in comparison to products. According to the modern … approach the brand should be treated as a complex entity. The author argues that the modern approach goes beyond its …

of national top brand shares are asymmetric across retailers, even for retailers competing in the same geographic market …. The average across-market across-retailer inter-quartile range of the top brand shares is smaller than that within …-market across-retailer. The “share advantage” that a leading brand enjoys within a retailer is persistent across markets where the …