The authors develop a dynamic approach to measuring the evolution of comparative brand premium, an important component of brand equity. A comparative brand premium is defined as the pairwise price difference between two products being identical in every respect but brand. The model is based on...

We distinguish between three types of outliers in a one-way random effects model. These are formally described in terms of their position relative to the main part of the observations. We propose simple rules for identifying such outliers and give an example which involves median-based statistics.

In this paper, we propose a method to visualize online consumer search in so-called product search maps. Manufacturers can use these maps to understand how consumers search for competing products prior to choice, including how information acquisition and product search is organized along brand-,...