our empirical investigation. Using these tracked measures, we also study the impact of marketing actions such as … without increasing the total marketing budget that can increase the long-term profitability of the brands. In the third essay … marketing actions such as brand-level advertising on the dynamics of intrinsic brand preferences. We estimate our model …

Essay one examines the strategies of supermarket me-too brands. Current research in marketing focuses mainly on the … entry and brand equity literatures, this research examines the effectiveness of different marketing strategies used by me …