The Formation of Consumer Brand Preferences / Bart J. Bronnenberg, Jean-Pierre H. Dubé.

Format:

Book

Author/Creator:

Bronnenberg, Bart J.

Contributor:

National Bureau of Economic Research.

Dubé, Jean-Pierre H.

Series:

Working Paper Series (National Bureau of Economic Research) no. w22691.

NBER working paper series no. w22691

Language:

English

Physical Description:

1 online resource: illustrations (black and white);

Place of Publication:

Cambridge, Mass. National Bureau of Economic Research 2016.

Summary:

Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude and persistence of brand market shares in consumer goods categories. We then survey the theoretical and empirical literatures on the formation of brand preferences and how brand preferences contribute to our understanding of these empirical regularities. We also review the literature on how brand capital creates strategic advantages to firms that own established brands.

Notes:

Print version record

September 2016.