D price promotions generate additional revenue and for whom? Which brand, category, and market conditions influence promotional benefits and their allocation across manufacturers and retailers? To answer these questions, we conduct a large-scale econometric investigation of the effects of price promotions on manufacturer revenues, retailer revenues, and total profits (margins). A first major fi...

In this article we discuss the role of brands in the creation of sustainable markets. We focus on the increasing importance of ethical branding and how it might help to overcome some institutional shortcomings inherent in current market settings. We also discuss the increasing influence of brand communities and the seeming potential for a ‘democratisation’ of brand value and values. Brands are ...

This paper examines pairwise assortment similarities at U.S. supermarkets to understand how assortment composition and size are related to underlying factors that describe local store clientele, local competitive structure, and the retail outlets’ characteristics. The top-selling items, which cumulatively make up 50% of sales, are sold at nearly every store, but other items are viewed as option...

Ambiguity Aversion And The Power Of Established Brands Author(s): A. V. Muthukrishnan, Hong Kong University of Science and Technology Luc Wathieu, ESMT This paper investigates situations where a sizeable sub-set of consumers prefer an inferior (dominated) offer made by an established brand to a superior (dominating) offer made by a less-established brand. Established brands are those for which ...

Brand management has become increasingly important, given the rapid changes in the global market and the elevation of competition. A sound brand image creates clear product differentiation, consumer preference and loyalty. In the beginning, the entire market of Chinese mobile telephone was occupied by the foreign companies. This phase has continued over ten years until the beginning of 1999, wh...

Each year, companies invest billions of dollars into marketing activities to embellish brands as valuable relationship partners assuming that consumer brand relationships (CBRs) and interpersonal relationships rest upon the same neurobiological underpinnings. Given the crucial role of the neuropeptide oxytocin (OXT) in social bonding, this study tests whether OXT-based mechanisms also determine...

This study evaluated the hypothesis that smoke from harm reduction cigarettes impedes attachment and proliferation of H9 human embryonic stem cells (hESCs). Smoke from three harm reduction brands was compared with smoke from a conventional brand. Doses of smoke were measured in puff equivalents (PE) (1 PE = the amount of smoke in one puff that dissolves in 1 ml of medium). Cytotoxic doses were ...