Brand typically plays a decisive role in influencing consumer purchases. This premise is particularly interesting in the case of an information technology (IT) product, such as a laptop computer, which is often composed of an amalgamation of electronic components (e.g., sound card, memory, and so on). Thus, an IT product is represented not only by the primary brand (also known as the host brand...

Private labels, also known as store brands, are an important component of competitive strategy among multi-product retailers, as they can increase retailers’ power over suppliers in the vertical channel or facilitate horizontal differentiation among retailers. This paper seeks to identify the relative importance of each role, conditional on the location of both private labels and national brand...

The term ‘cool’ is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. ‘Cool’ in this perspective is precious resource which can be used in brand building. The authors’ exploration into its genesis and meaning r...

INTRODUCTION Given that little is known about the price-related cigarette brand preferences of youths, the current study seeks to characterise cigarette brand preferences and examine factors associated with smoking discount or native cigarette brands among Canadian youths who are current smokers. METHODS This study used nationally representative data collected from 71,003 grade 5-12 students ...

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest that the popular be...

We present a named entity recognition (NER) system for extracting product attributes and values from listing titles. Information extraction from short listing titles present a unique challenge, with the lack of informative context and grammatical structure. In this work, we combine supervised NER with bootstrapping to expand the seed list, and output normalized results. Focusing on listings fro...