“…In particular, the paper is related to research on brands. Tadelis (1999Tadelis ( , 2002, for instance, examines trade in brand names, whereas Nilssen (1992Nilssen ( , 2000, Gabszewicz et al (1992), Mills (1998, 1999), Villas-Boas (1999, 2006, Shy (2002Shy ( , 2011, Vagstad (2003, 2008), Chioveanu (2008), Doganoglu (2010), Schmidt (2010Schmidt ( , 2013 and Niinimaki (2022) investigate brand switching/brand loyalty.…”