Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel

Author's Biography

Robert J. Fisher currently holds the position of Chair in Marketing at the Alberta School of Business at the University of Alberta. Prior to joining the University of Alberta School of Business, Fisher was on the faculty at the Richard Ivey Business School at the University of Western Ontario from 1998–2007 and the University of Southern California from 1991–1998. He earned a bachelor of commerce from the University of Saskatchewan, an MBA from York University and a PhD from the University of Colorado. Fisher's research emphasises the effects of social expectations on managerial and consumer decision making.

Yu Ma is Associate Professor of Marketing at McGill University. He obtained his PhD in management from Olin School of Business, Washington University in St. Louis. Before joining McGill, he was Associate Professor at the University of Alberta. His research interests include food marketing, retailing and big data analytics. Using consumer purchase data and advanced econometric and statistical models, he studies how consumers react to various marketing incentives. He also examines broader marketing issues such as the influence of the macro environment on the retail sector and the impact of food marketing on population health.

Barry Scholnick is a professor of business economics and the Eldon Foote Chair in International Business at the Alberta School of Business, University of Alberta, Canada. His PhD is from the University of Cambridge. The focus of his research is on household finance. He is a visiting scholar at the Federal Reserve Bank of Philadelphia and an external academic consultant at the Bank of Canada.