information from the advertiser and embed it in a two-sided market setting with an advertising market. Our results show that …

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer … leaders and shelf space adjacency, retailers routinely create brand spillovers for their profit, and trademark law generally … has not restricted these activities. Online intermediaries, such as search engines, also create and profit from brand …

over the period 2002 to 2005. We construct a model of the relationship between demand, market power and brand … characteristics and then estimate the model using monthly data on price, quantity and volume sold for a bundle of 92 brands in 12 … product categories from major supermarket stores across Australia. We also use data on the characteristics of each brand such …

consumers to switch to their laptop brands. The main objective of this research is to examine how perceived product quality …, brand personality, and loyalty affect brand switching intention.Design/methodology/approach: The data were collected online … demonstrates that perceived product quality, brand personality, and loyalty have both direct and indirect negative effects on …