Armed with improved targeting technology, firms are increasingly interested in optimizing their advertising dollars through consumer segment-specific targeting, particularly while introducing new products. That task becomes especially important in markets with distinct consumer segments – the...

The branding literature assumes that the higher a brand's equity, the greater is its behavioral loyalty. In this research, we develop a conceptual framework that explains the off-diagonal relationship between brand equity and behavioral loyalty (i.e., high equity but poor loyalty and vice versa)...

Current branding literature investigates the spillover effects and extension effects due to the introduction of product extensions. However, no study so far has evaluated the aggregate market impact of these effects across different brand development strategies or accounted for the strategic...

In any academic discipline, published articles in respective journals represent “production units” of scientific knowledge, and bibliometric distributions reflect the patterns in such productivity across authors or "producers." We use a comprehensive data set from 11 leading marketing...