Vol. XLII (November 2005), 495–506 495 © 2005, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Catherine W.M. Yeung is an assistant professor, Department of Marketing, NUS Business School, National University of Singapore (e-mail: [email protected]). Robert S. Wyer Jr. is a professor, Department of Marketing, Hong Kong University of Science and Technology (e-mail...

This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed t...

Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers’ style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus fun...

P research suggests that brand may influence consumer preference for differentiated products. However, the extant literature does not measure how brand value affects product similarity and consumer choice. This paper examines demand response to the proliferation of personal computers (PCs). Using both the central processing unit (CPU) and brand as segmentation variables, I construct a two-level...

We propose a model that estimates standard, enhanced, and flexible decompositions of price promotion effects based on store-level data. At present, decompositions of sales effects due to price promotions are available only for household models. These models decompose the sales elasticity into a category incidence elasticity, a brand choice elasticity and a quantity elasticity. We introduce a me...