sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and … programs, wherein time given to traditional advertising and product placement plays a role akin to the "price" of consuming a … program. Our data include audience, advertising, and program characteristics from more than 10,000 network-hours of prime …

celebrity endorsement has positive impact on brand. The case of Turkish Airlines proved to be one more evidence that this …

product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision … to buy prescription drugs from a promoted brand name. I exploit specific characteristics of market regulation in Germany … to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs …

, namely, brand value of a firm. Using a novel dataset of trademark infringement lawsuits filed in US district courts from 2000 …-2012, this paper analyzes whether shocks to a firm's brand value in the form of public announcements of filings and verdicts of … litigation news provides larger hype effect and demand rotation for smaller brands. We find that abnormal returns around …

Research on brand transgressions and service failure-recovery appear to study a similar phenomenon, yet both streams … developed surprisingly independently and with limited reference to each other. In response, we synthesize the growing brand …

importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we find … no effect of advertising on the private labels brand equity and an opposite effect of the perceived price. This study is …The present study explores some marketing mix effects on private labels brand equity creation. The research aims to …

brands are measured and valued and the process of marketing budget allocation that eventually drives brand value …Marketing ROI has been a topic of considerable debate between proponents of brand management and those of marketing … accountability. As the brand management discipline works to leverage marketing investments to meet the challenge of an increasingly …