In this paper, we focus on the uncertainty in consumer taste and study how a retailer can benefit from acquiring that taste information in the presence of competition between the retailer's store brand and a manufacturer's national brand. In this context, we also identify the optimal information...

Verschiedene Prognosen weisen darauf hin, daß das Markenwertkonzept zu den einflußreichsten Themen der nächsten zehn Jahre innerhalb des Marketings werden wird. Die hier präsentierte Studie untersucht, für welche Zwecke der Markenwert verwendet werden kann, auf welche inhaltlichen...

According to several forecasts brand equity will become the most influential marketing topic for the next ten years. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand equity and describes the contribution of the literature on...

We analyze the incentives to collude when brand manufacturers compete with a private label producer of inferior quality. Full collusion is easier to sustain than partial collusion from the brands.perspective when horizontal differentiation is large and vertical differentiation is small. The...

Importance of Trademarks and Brands in the Assessment of Mergers -- The Concept of Concentration Following the Transfer of a Trademark under the EUMR -- Trademarks and Brands in the Substantive Assessment of Mergers under the EUMR -- Trademarks and Brands in Remedies under the EUMR -- The...

Foreword -- Preface -- Acknowledgment -- Introduction -- Private label management : insights and research directions / Sebastián Molinillo, University of Málaga, Spain, Yuksel Ekinci, University of Reading, United Kingdom, Georgina Wyatt, Oxford Brooks, United Kingdom, Nicoletta Occhiocupo,...